The document discusses the essence of effective content marketing, highlighting three key truths: the importance of emotional messaging, brand authenticity, and the non-prescriptive nature of trends. It poses three critical questions for the future of content marketing, focusing on emotional engagement, brand integrity, and prioritizing storytelling over format in a distracted environment.

1. THE TRUTH
ABOUT
CONTENT
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2. JSNCRUZ
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3. Let’s start with potentially the
most explosive piece of content in
recent history:
KWENTONG JOLLIBEE
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4. #C3602017

5. THREE POWERFUL
TRUTHS:
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6. 1The feeling is the message.
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7. 2Be true to the soul of the brand.
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8. 3Trends are not rules.
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9. Three questions for
the future of
content marketing.
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10. In the world’s most emotional
country, which feelings are we
brave enough to champion?
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11. In this age of post-authenticity,
how do we stay true to the soul
of our brand?
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12. In a distraction-filled landscape,
how do we ensure the story
comes before the format?
#C3602017