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San Francisco 2016

Competing with cat videos: How FedEx approaches brand journalism

To get more than a second of attention from audiences both young and old in 2016 you have to be relevant, engaging, and useful. The days of throwing together a video filled with talking points or simply converting sales material to Facebook posts are long gone.

The FedEx Global Content Production and Brand Journalism team is transforming the way that our Corporate Communications team tells stories through our new Brand Journalism Boot Camp.

Through it, we focus on emotive, human stories that are related to our brand and the nonprofit organizations that FedEx supports.

This talk will help attendees with:

  • User-Generated Engagement
  • Content Strategy
  • Segmented Storytelling

Jason Baker
FedEx

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