Speaking at Think Content Breakfast, on a panel hosted by Storyation and NewsCred, Curtis was joined by Tourism Australia GM of content and campaigns Susan Coghill and Microsoft CMO and communications director Pip Arthur. The panel was directed by NewsCred CEO Shafqat Islam.
All three marketers agreed that six years after content marketing blew up, education around what it actually is still remains a big challenge, with Curtis saying she’s yet to make IAG’s CEO and CFO understand the role and importance of content marketing.
“You have to be absolutely fearless and a risk taker [when working in content marketing]. I’d probably be a gambler if I didn’t do this job. If you’re not, then you get watered down and bad ideas come through.
Curtis references the infamous Pepsi commercial featuring model Kendall Jenner that was slammed for being tone-deaf.
Brands stepping in for local newspapers
She said advertising is there to “tell and sell” while content marketing is there to “tell stories and show”. So instead, she’s been focused on sharing ‘beautiful’ stories – not just selling insurance.
Speaking to AdNews after the event, Islam was uncertain about the future of brands picking up this role.
“The slow demise of local news is actually a huge problem that we’re just starting to realise,” Islam said.
“Someone has to fill the void and brands have an opportunity to do that. Brands can do it if they can give a sense of purpose and inspire the community and bring it together to share warm stories and good news.
“The problem is how are they incentivised to do that? Is it going to move the needle for their business or not. I’m not quite sure we can hold brands accountable for doing it as a long-term business objective.”
The event was the first by Storyation and NewsCred since they signed a strategic partnership last October.
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