What Can Brands Really Get From Content? Our Panel at TechWeekLA Delivers the Answers


Attendees at TechWeek Los Angeles 2013 found out at the panel moderated by Peter Beller, Director of content at Ebyline.  On the panel was Antonio Cuevas of the Los Angeles Times, Susan Gates of Mind Over Media and Dustin Luther of Dun and Bradstreet Credibility Corp.

Here are some highlights from the session.


Brands need to create an orbit of shared content and shared purpose with their audience.

Susan Gates talked about the importance of brands finding a shared purpose with their audience. “So that it’s no longer brands pushing messaging to audience, but it’s brand sharing messaging with audience, and audience or consumers sharing amongst themselves.”


Start with one type of content that will be of value to your audience and do it well.

With so many types of content and channels to distribute that content, it’s easy for brands to become overwhelmed and not know where to start. The first step is getting to know your audience and listen to their needs. Then come up with a plan to create and distribute that content. Focus on a well-defined campaign and don’t get caught up in the distribution channels.


What did you think of our panel at TechWeek LA? Let us know in the comments section below.


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About Kaitlynn Russo

Kaitlynn is the Marketing Automation Manager at Ebyline, a platform that connects companies with freelancers to create exclusive, high-quality content. Find her on Twitter. Ebyline Freelancer.