Storytelling, technology and authenticity: Insights from The International Content Marketing Summit

Brian Carruthers

The International Content Marketing Summit 2012 discussed the central issue of content, the role of technology, the importance of creativity and authenticity, the need to know your audience and how effectiveness can be measured.

Storytelling, technology and authenticity: Insights from The International Content Marketing Summit

Brian Carruthers Warc

A number of themes emerged over the course of the 2012 International Content Marketing Summit, a day-long event held at London's Old Billingsgate on November 28th.

As well as addressing the central issue of content, speakers mused on the role of technology, the importance of creativity and authenticity, the need to know your audience and how effectiveness can be measured.

Opening the summit, Patrick Fuller, CEO of the Content Marketing Association, told the audience that a quarter of all media consumed is now...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands