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SXSW 2017

GE, HPE & McKinsey: How to Avoid the Content Trap

Sure, everyone's a publisher. But the world of branded content is in danger of collapsing under its own weight. Even the best information tends to remain within inboxes unread. At the same time, top companies are being asked to manage vast content supply chains across many channels and formats like a publisher, but without actual publisher operations. How are GE, HP Enterprise and McKinsey overcoming these content realities? They have reinvented themselves in terms of infrastructure, innovation and overall perception of what content really means. The benefits are many: luring top talent, crowdsourcing innovation, and helping their companies actually stop and think.

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  1. How can businesses create a bulletproof content supply chain?
  2. How can we create beach-worthy content?
  3. What business benefits make it worth investing in a great content program?



Kenneth Hein, Global Marketing Director, Gyro

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