Content marketing is the social media buzzword of the year. 74% of brands plan to increase their spend on content marketing this year, and millions of dollars of venture capital are being ploughed into start-ups such as Contently and Kapost. But for every content king such as Coca-Cola or Red Bull, there are hundreds of marketers across the globe creating meaningless digital white noise. Molly will examine what valuable branded content really means. She’ll then offer practical tips on how brands can shift their perspective – by focusing on consumers, reinstating silence, and finding the sweet spot between entertainment and utility to bring the content back to ‘content’.