{"id":11589,"date":"2020-05-15T10:52:08","date_gmt":"2020-05-15T14:52:08","guid":{"rendered":"https:\/\/brainstation.io\/blog\/?p=11589"},"modified":"2020-05-16T10:06:34","modified_gmt":"2020-05-16T14:06:34","slug":"event-recap-the-new-rules-of-marketing-content-and-social-media-in-2020","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/event-recap-the-new-rules-of-marketing-content-and-social-media-in-2020","title":{"rendered":"Event Recap: The New Rules of Marketing: Content and Social Media in 2020"},"content":{"rendered":"\n<p>The latest in BrainStation\u2019s Thought Leadership Series \u2013 <strong>The New Rules of Marketing: Content and Social Media in 2020<\/strong>&nbsp; \u2013 was held last week, and once again, the panel discussion attracted thousands of professionals around the globe.<\/p>\n\n\n\n<p>Ian Bester, BrainStation\u2019s Vice-President and GM, hosted a panel of global  marketing leaders, which included:<\/p>\n\n\n\n<ul><li>Kirstine Stewart, Head, Shaping the Future of Media at World Economic Forum<\/li><li>Samantha Yu, VP, Brand and Integrated Marketing at Refinery29<\/li><li>Mike Giepert, Executive Creative Director at Wealthsimple<\/li><\/ul>\n\n\n\n<p>Here are some of the key takeaways from the panel discussion: <\/p>\n\n\n\n<h2>Content is Still King<\/h2>\n\n\n\n<p>The panel all agreed that media and content are still extremely in demand, despite the outbreak. Kirstine Stewart, however, made the point that while readership may be up across channels, the brands best leveraging this demand are those that have a good media and content ecosystem in place. <\/p>\n\n\n\n<p>\u201cHaving been part of media for so long, the one thing that\u2019s been pretty clear is there&#8217;s no such thing as a nice steady period, change is constant,&#8221; she said. \u201cYou need a good solid healthy media system to support really good content, and today good content is more vital than ever.\u201d <\/p>\n\n\n\n<p>The panel also made the point that the last two months have highlighted the importance for long-term content and distribution planning.<\/p>\n\n\n\n<h2>Data is Essential to Content <\/h2>\n\n\n\n<p>Data has played an increasingly important role in content development over the last few years, and the COVID-19 outbreak has only further heightened the need for data-driven decision making. The panel agreed that  leading brands are now actively listening to their audience and adapting content to suit their needs. <\/p>\n\n\n\n<p>\u201cPart of creating content is not trying to assume that you know exactly what all the consumers want and need. We\u2019re trying to really listen to our clients. That\u2019s been a driver for a lot of the content we create,\u201d said Wealthsimple&#8217;s Mike Giepert, adding that initially, this meant serviceable posts that offered support and information. <\/p>\n\n\n\n<p>Refinery29&#8217;s Samantha Yu agreed, but suggested that a mix of content is still best.  <\/p>\n\n\n\n<p>\u201cWe\u2019re constantly thinking about how to create a combination of reactive stories (what&#8217;s timely, what&#8217;s breaking, what are things that people need to know right away), serviceable stories (what we call tools not rules stories), and reflective first-person stories, which we know a lot of our readers are coming to because they\u2019re seeking insight and empathy,\u201d she said.&nbsp;<\/p>\n\n\n\n<h2>Remember Your Brand <\/h2>\n\n\n\n<p>The panel discussed the need for new content and formats, as well as the challenge of experimentation while still staying true to branding and tone. <\/p>\n\n\n\n<p>&#8220;We talk a lot about what\u2019s the right tone for our brand. Should we be more emphatic, or should we lean into the \u201cin these uncertain times\u201d kind of messaging? We decided there\u2019s a lot of that in the world right now [&#8230;] there\u2019s viewer fatigue,\u201d Giepert said, adding that ultimately, Wealthsimple saw value in a lighter touch. \u201cPeople are going to gravitate towards content that\u2019s maybe not so reflective of the times, I think we also still like to laugh and not think about this all the time.\u201d <\/p>\n\n\n\n<p>The panel agreed that the last two months have forced a lot of people to shift behavior, which will no doubt change target demographics over time. It may not, however, change content marketing approaches over time. <\/p>\n\n\n\n<p>\u201cUltimately, people look to media and content for the same thing whether it&#8217;s 20 years ago, 50 years ago, or today, which is they want story, and they want connection through story,\u201d Stewart said. <\/p>\n\n\n\n<p><em>You can watch <strong>The New Rules of Marketing: Content and Social Media in 2020<\/strong>\u00a0panel discussion here:\u00a0<\/em><\/p>\n\n\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/418594449\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>","protected":false},"excerpt":{"rendered":"<p>Watch the panel discussion: The New Rules of Marketing: Content and Social Media in 2020, the latest in BrainStation&#8217;s Thought Leadership Series. <\/p>\n","protected":false},"author":117,"featured_media":11596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[783,1276],"tags":[1280,1277,1278,1279],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Event Recap: The New Rules of Marketing: Content and Social Media in 2020 | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"Watch the panel discussion: The New Rules of Marketing: Content and Social Media in 2020, the latest in BrainStation&#039;s Thought Leadership Series.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brainstation.io\/blog\/event-recap-the-new-rules-of-marketing-content-and-social-media-in-2020\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Event Recap: The New Rules of Marketing: Content and Social Media in 2020 | BrainStation\u00ae Blog\" \/>\n<meta property=\"og:description\" content=\"Watch the panel discussion: The New Rules of Marketing: Content and Social Media in 2020, the latest in BrainStation&#039;s Thought Leadership Series.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brainstation.io\/blog\/event-recap-the-new-rules-of-marketing-content-and-social-media-in-2020\" \/>\n<meta property=\"og:site_name\" content=\"BrainStation\u00ae Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-15T14:52:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-16T14:06:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d2re7sjnpekmig.cloudfront.net\/prod\/wp-content\/uploads\/2020\/05\/15103706\/blogheaderpanel.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2320\" 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