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De 20 bästa insikterna från förra årets Content Marketing Summit i London
“The value of content marketing is now £4bn a year, about the same as the SEO market.” Clare Hill, MD of the Content Marketing Association
“Twenty pence of every advertising pound is spent on content marketing” Amy Cashman, MD of market research company TNS
“29 of the Top 30 YouTube videos are music videos and seven out of 10 of the most-liked Facebook pages are music-related. Emotion created by music can be a powerful tool for brands.” Nikhil Shah, co-founder of Mixcloud
“Last year, $1.56 billion was spent on sponsored content in the US. This represents a huge 39% a year rise.” Nick Cohen, Managing Partner and Head of Content at MediaCom
“It’s vital to have a culture that prioritises rapid response.” Matthew McGregor, Political Director, Blue State Digital
“Adding a colon to the subject line of a message increased the effectiveness of Obama’s social campaign by thousands of dollars.” Matthew McGregor, Political Director, Blue State Digital
“The quality of content coming from brands needs to be as good as content from people. In other words, emotionally engaging and relevant.” Alastair Cotterill, Creative Strategist of Facebook
“Be really focused on what you want to say and who you want to say it to, and invest in smart ways in terms of getting the most for your media investment.” Alastair Cotterill, Creative Strategist of Facebook
“There’s a trend in mobile that utility is trumping content. But if you can create new stories and create jump-off points about utility, you’re set up for success.” Ross Sleight, Chief Strategy Officer, SOMO
“There is a strict formula to writing a compelling online headline. It’s number, adjective, keyword and promise. For example, ‘13 unbelievable ways you can fry a small egg with a sock’.” Nathalie Nahai, The Web Psychologist
“The difference between persuasion and manipulation is positive intent “ Nathalie Nahai, The Web Psychologist
“Simply replacing advertising with content is no panacea for the attention-deficit problem.” Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
“92% of the world’s data has been created in the past two years.” Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
“Thankfully, as human beings, we still have an insatiable appetite for stories” Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
“World-class creative ideas need tension to make them thrive. We need to learn how to use conflict constructively as it can be an outstanding enabler of great creativity.”Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
“Coca-Cola uses a 70-20-10 marketing model, where 70% of media budget is devoted to its bread and butter channels, 20% is spent on augmenting those channels with new innovations, and 10% is on the high-risk content.”Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
“Conversation is the absolute currency. If I’m spending $1 and consumers aren’t talking about it, I’m not spending that money smart enough.”Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
“Young people have £2 trillion worth of purchasing power and are 2.5 times more likely to adopt new technology than older generations.” Matt O’Mara, Managing Director UK of Vice
“The key to online success is to keep updating, following the process of monitor, shift, change, improve, repeat.” Matt O’Mara, Managing Director UK of Vice
“It’s vital that brands do things that set themselves apart. If you don’t, others will take advantage.” Matt O’Mara, Managing Director UK of Vice
Källa: Content marketing Association
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