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...