Public Relations & Social Marketing Insight

Disruptive brands have been making headlines in recent years. Beginning with the emergence of the sharing economy, many companies have entered into markets and spaces that were previously dominated by legacy brands and companies and have completely flipped standards around. Beyond the innovation taking place in products, offerings, and services, many of these companies are embracing innovation in their marketing practices as well. Some of the strongest and most innovative campaigns are from marketers who have embraced content marketing and understand what optimizing a content strategy can do for their businesses.

At the 2016 NewsCred #ThinkContent Summit, Marty Swant of AdWeek moderated a panel called, “How We Innovate — Challenging the Status Quo to Disrupt Industries and Ways of Working.” Brand representatives that were involved in the chat included Eric Toda, head of global social marketing for Airbnb, Lauren Drell, director of content at sweetgreen, Mikaela Flynn, marketing manager for Uber, and Greg Fitzgerald, director of acquisition marketing for Blue Apron. These panelists dove into what was driving innovation across their companies as well as how marketing – most specifically content – is fueling their strategies to the next level....

According to the latest research from IDC, the amount of information we are all creating and sharing has grown 9 times in the last 5 years.

The latest research from the Content Marketing Institute showed us that everyone is creating content and yet only about a third of us have a document content strategy. We’re struggling to rise above the marketplace noise and we need a plan to get there.

So, we have all have a content problem, whether we have accepted it or not. We need to create more of the kind of content our customers are looking for and less of the stuff no one reads, or acts upon....