Custom Content Conference: New technologies enable, complicate content marketing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business 

The major theme dominating the three-day Custom Content Conference, last month in Washington, D.C., was how technology has both enabled and complicated “engagement,” that elusive goal of all content marketing.

Elise Neal, VP-marketing solutions at comScore, led off the event (produced by the Custom Content Council) by enumerating new challenges and opportunities presented by social networking sites, online video and mobile. She said comScore’s data show that 105.1 million Americans viewed online videos in December, up from 73.2 million in December 2010.

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