{"id":17251,"date":"2016-06-29T10:46:55","date_gmt":"2016-06-29T15:46:55","guid":{"rendered":"https:\/\/wpengine.com\/?p=17251"},"modified":"2016-06-29T12:08:12","modified_gmt":"2016-06-29T17:08:12","slug":"london-tech-week-brands-publishers","status":"publish","type":"post","link":"https:\/\/wpengine.com\/case-studies\/london-tech-week-brands-publishers\/","title":{"rendered":"London Tech Week: Brands As Publishers Panel Highlights"},"content":{"rendered":"<p style=\"text-align: left;\">Last week during <a href=\"http:\/\/londontechnologyweek.co.uk\/\" target=\"_blank\">London Tech Week<\/a>, Hackney House hosted a panel on brands as publishers with WP Engine\u2019s Mary Ellen Dugan, Forbes\u2019 Paul Mikhailoff, and Virgin Media\u2019s Scott Wilkinson, moderated by the Digital Agenda\u2019s Julian Blake. Here are some prominent\u00a0takeaways from the insightful panel.<\/p>\n<h3>Brands Need A Unique Perspective<\/h3>\n<p>Brands today need to be involved in publishing because audiences are much more connected than ever before, according to Mikhailoff. The audience is ready to engage, and brands must be prepared to be part of that conversation. With that, they need a <em>point of view<\/em> and a <em>unique perspective<\/em>, Dugan emphasized.<\/p>\n<p>In addition, brands\u00a0need their own content to have a voice and engage with their audience, and it needs to be consistent and continuous to build customer loyalty.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Paul from Forbes discussing Brands as Publishers.  &quot;Brands have to have a voice&quot;. <a href=\"https:\/\/twitter.com\/wpengine?ref_src=twsrc%5Etfw\">@wpengine<\/a> <a href=\"https:\/\/twitter.com\/maryedugan?ref_src=twsrc%5Etfw\">@maryedugan<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/LDNTechWeek?src=hash&amp;ref_src=twsrc%5Etfw\">#LDNTechWeek<\/a> <a href=\"https:\/\/t.co\/zouP7Bdw5J\">pic.twitter.com\/zouP7Bdw5J<\/a><\/p>\n<p>&mdash; Fabio (@Torlini) <a href=\"https:\/\/twitter.com\/Torlini\/status\/745627477289144320?ref_src=twsrc%5Etfw\">June 22, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3>Create content for your audience<\/h3>\n<p>Brands constantly need to grapple with the perception that their content has an agenda and deliver content in an organic and genuine way. Audiences are (rightfully) skeptical of content that comes from brands. Mikhailoff urges brands to move away from \u2018salesly\u2019 content, and instead start publishing content for their audiences by building up their employees as thought leaders. Mikhailoff notes this as some of the best content he\u2019s seen.<\/p>\n<h3>WordPress empowers brands<\/h3>\n<p>The challenge many brands face is the complexity in creating content all the time.<br \/>\nWordPress makes it incredibly easy to create amazing content and get it published right away, Dugan said. There is a wide scope of how people use WordPress. It\u2019s the CMO of tomorrow who is using WordPress.\u00a0It allows them to put the content at the core of their company, with everything else moving around that point.<\/p>\n<h3>Marketers need to take an Omnichannel approach<\/h3>\n<p>The platforms from which content is consumed are changing. Brands need to take an omnichannel approach when marketing content. Wilkinson emphasized the potential opened up by mobile, noting that if your content is decent, then in theory you have double the opportunity to share it.<\/p>\n<p>\u201cIt\u2019s another location where media is consumed [and] it\u2019s consumed all day. You\u2019re never not doing anything,\u201c Wilkinson said.<\/p>\n<p>Mobile has really challenged us in how clear, innovative, and concise we can be, Dugan said. \u201cAs marketers, your starting point has to be mobile,\u201d she said. Wilkinson talked about the importance of understanding the headspace of your audience.<\/p>\n<p>This means you have to think about which type of content you\u2019re publishing and sharing at which time of day.<\/p>\n<p>In summary, as brands, content needs to be at the center of your strategy to have a voice, a perspective and a place to engage in conversation with your audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week during London Tech Week, Hackney House hosted a panel on brands as publishers with WP Engine\u2019s Mary Ellen Dugan, Forbes\u2019 Paul Mikhailoff, and Virgin Media\u2019s Scott Wilkinson, moderated by the Digital Agenda\u2019s Julian Blake. Here are some prominent\u00a0takeaways from the insightful panel. Brands Need A Unique Perspective Brands today need to be involved<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":57,"featured_media":17037,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[79],"tags":[421,733,679],"class_list":["post-17251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-event","tag-brands-as-publishers","tag-london-tech-week","tag-mary-ellen-dugan"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>London Tech Week: Brands As Publishers Panel Highlights<\/title>\n<meta name=\"description\" content=\"Read about some insightful takeaways from London Tech Week&#039;s panel on brands as publishers that featured WP Engine&#039;s CMO Mary Ellen Dugan, 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