Evolving Social Platforms & How to Maintain a Strong Brand with Channel-First Content Creation

The Vault November 3, 2022 2:15 pm - 3:00 pm

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Debbie Bates Schrott
Nicole Glueckert
Anthony Robinson
Shannon Rooney
Josephine (Joey) Parr

True or False: It is easier than ever to build a brand using hard hitting creative and messaging to
reach your audience today.

FALSE.  While the ability to produce and create content is more prevalent than ever, it is
exceedingly challenging to balance the need for a brand to differentiate itself from competition
and stand out, and the need for your media to reach the right audience at the right time, in the
right way.

For years, the “PESO” marketing model (Paid, Earned, Owned, and Shared mediums) has helped
marketers align their messaging strategy more holistically to produce a
seamless brand experience for their intended audiences. As the central idea of this model is to
approach marketing channels as one body, marketers are now challenged to think about
creative in relation to the platform where it will be seen and heard. And just when you
mastered the PESO approach, there is a new ideation to consider: channel-first content

As new social platforms emerge, and become more differentiated from one another, not all
branded messaging translates as easily between platforms as they once did. Suddenly needing
to create content that looks and feels like a specific platform eliminates the ability for that
brand to leverage a full “PESO” strategy.

Join us for an informative session on how brands can execute a channel-first messaging
approach and still create on-brand content that works across a multitude of channels.

Key takeaways will include:

  • Explanation of PESO and its core benefits to marketers and advertisers
  • An overview of the latest channel disruptors posing challenges for marketers
  • Techniques to keep a polished content marketing strategy in place to reach your
    intended audiences
  • Strategies for working across (large and small) teams to implement a mixed strategic approach