Who Owns Content Creation? As marketers rely more and more on branded content, what are they looking for? And are agencies or media brands taking the lead? Elena Sukacheva, Managing Director of Global Content Solutions Group, The Economist Group, part of a panel discussion at 4A's Transformation 2015, Austin, TX.

1. 1
75%of marketers will be responsible for
the customer experience in 3-5 years
AGE OF ENGAGEMENT

2. Marketers put the
BRAND at the center
Publishers put the
READER at the center
MORE MARKETERS
ARE BECOMING
PUBLISHERS

3. INTERVIEWED MARKETERS AND AUDIENCE
3
MARKETERS GLOBAL C-SUITE
EXECUTIVES
MILLENIALS

4. CONTENT IS MISSING THE MARK
MARKETERS SELL
connect their content directly to a product or
service93%
75% say that mentions of their products and services
are a frequent part of their content strategy
measure the effectiveness of their content by
the number of calls from prospects or customers70%

5. Turn to content to: “Research a business idea” – 75%
AUDIENCE HATE TO BE SOLD
TO
Main reason content is turned down?
“Seemed like a sales pitch” – 60%

6. 6
VIDEO IS KING?
75% prefer text over video or audio

7. Articles
Research reports
Videos
MILLENNIALS
GLOBAL
C-SUITE
EXECUTIVES
76%
65%
12% (#10)
60%
30%
21% (#3)
Preferred content format:
VIDEO IS KING?
……………………………………………………………………
……………………………………………………………………

8. Time spent on business content per week:
SENIOR EXECUTIVES PREFER LONGER FORM
GLOBAL C-SUITE EXECUTIVES:
More than 4 hours
MILLENNIALS:
Less than 4 hours

9. MOBILE IS THE WAY TO CONNECT?
67% of audience turn to web

10. MOBILE IS THE WAY TO CONNECT?
71% laptop/desktop
14% smartphone
10% tablet
DEVICE USED TO CONSUME CONTENT:
……………………………………………………………

11. GLOBAL C-SUITE EXECUTIVES:
Media Outlet
WHO TO TRUST?
#1 source of trustworthy content
MILLENNIALS:
Work Colleagues
Social Networks (#3)

12. C-SUITE GREW UP IN DUAL QUALITY
LANDSCAPE

13. MILLENIALS ARE SHAPED BY A
PROLIFERATED LANDSCAPE