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Las Vegas 2016

Branded content creation: Defining your area of authority

Many brands new to creating content default to obvious topics: their product, their services, their special offers. They fear trying something new or overstepping their bounds by creating content too far from their area of authority, even though customers increasingly expect more dynamic, informative and entertaining content. This session will walk through steps and strategies for determining, expanding and refining a brand's area of authority when it comes to content creation and tips for activating on those insights.The session will also feature realtime ideation based on audience suggestion and a lively Q&A where attendees can get advice on their own brand's area of authority.

Attendees will leave with an understanding of:

  • Determining a brand's area of authority beyond its products and services

  • Leveraging your area of authority to produce the most useful types of content

  • Thinking critically about content from a reader’s perspective

Melanie Deziel
Time Inc.

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