That was the question that Summit Media, the parent company of SmartParenting.com.ph, sought to answer during its Digital Summit Storytelling, a digital conference the media company has hosted for brands and the advertising industry since last year.
The answer, Summit Media tells advertisers via its roster of speakers, is content collaboration. Speaking before a full house at the Samsung Hall in SM Aura last August 2, Chris Guenther, vice president for business operations at Hearst Magazines International, says the most successful digital advertising campaigns happen when there is trust and teamwork between an advertiser and a media website to create branded content.
Guenther says a digital company or website will always aim for user-centric stories that has the potential to retain its relevance even well-beyond a set campaign period. And when it comes to the content’s distribution, Guenther states it should be “content that can, and should live everywhere.”
Summit Media’s top digital editors shared how to make content that will capture readers. Cosmo.ph editor-in-chief Jillian Q. Gatcheco-Cantada discussed how you need to listen and read what your readers are saying to come up with content they will love or find useful. To hear more feedback, Spot.ph’s editor-in-chief Joanna Manalastas pointed out that you need a steady stream of content, packaged in easy-to-read formats. And once you find a story that people love, Pep.ph’s managing editor Karen A. Pagsolingan shared her team makes sure to cover all angles. Preview magazine and Stylebible.ph editor-in-chief Isha Andaya-Valles spoke about the clout and influence that content provides and how to deliver it on different social media platforms.
Other Summit Media speakers included Edna Belleza, publisher of Summit Media, described today’s hyperconnected consumer; Amina Rillo, director for strategy and operations, spoke about how crucial it is now more than ever for advertising videos to tell a story; and Iza Santos of StoryLabs and Mikey Agulto of NativeLabs shared how to maximize native advertising.
The conference, which was opened by Summit Media president Lisa Gokongwei-Cheng, was the second trending topic on Twitter (#digitalsummitstorytelling) on the day it was held.