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SXSW Interactive 2016

How to Measure the Value of Thought Leadership

For years, readers and journalists alike have shunned branded content as advertising riddled with heavy-handed brand integrations and appeals for sale. However, a few companies are showing that when pursued with the right goals and measured, branded content can not only help to deepen the relationship between users and brands, but drive revenue and surpass the quality of content created by traditional news organizations. This conversation will unite three companies that have successfully published content that helps users and drives business goals -- and will discuss how to make content more usable and how to determine what to measure when assessing the return on investment.

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Takeaways

  1. We have always thought that content and sales can't live together because it feels pushy to combine the two. What has changed?
  2. How do I sell thought leadership in to leadership at my organization?
  3. When implementing thought leadership, what are the right goals to aim for?

Speakers

  • Michael Koziol, Managing Director, Huge
  • Daniel Kim, Head of Content and Insights, Head of Think With Google , Google
  • Eric Hellweg, Managing Director, Digital Strategy, Harvard Business Review
  • Kevin Green, Executive Director, Global Digital Strategy & Innovation, Dell

Organizer

Michael Koziol, Managing Dir, Huge

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