Which Cord to Cut First? Brands as Publishers

Create. Engage. Enable. Distribute. Pipe reality offers more options for brands and content than ever before, but according to the "Which Cord to Cut? Brands as Publishers" conversation at The NewFront, the two don't always have to be intertwined.

John Batelle (Federated Media), Steven Rosenbaum (Magnify), Susan Popper (SAP), Susan Sobbott (OPEN at American Express), Beth Comstock (GE)

“Not all content needs to be sponsored content,” according to Beth Comstock, Chief Marketing Officer and SVP of General Electric. “But we have to think, is the content good enough for someone to watch it without being forced by a media buy.”

Content strategy is becoming more and more important to brands, and where that content is shared is also critical.

“Distribution strategy is as important as the content strategy,” according to Susan Popper, SVP of Marketing Communications for SAP. “Where your brand is going to live online is just as important as what your brand is going to say online.”

But in addition to the content and the distribution, the real-time need for consumers is important, which can be a bit of a concern for legal.

“We know the guidelines of the real-time web, but sometimes it’s easier to ask for forgiveness later when we see a great opportunity to connect with our consumers,” Comstock said. “We’re all in this learning together and getting much better and hitting more and more ‘ah-hahs’ as go.”

According to Susan Sobbott, President, OPEN at American Express, they've cut back on the processes to get content up more quickly.

"We've learned that fast is not fast enough," Sobbott said. "To gain speed we want our community to become a more active part of our content creation."

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