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Speaker Snapshot: "Consumers Can Spot Inauthenticity A Million Miles Away"

We speak to Chase Dillon Content Producer at Make Up For Ever

1Dec

Ahead of his presentation at the Content Marketing Summit in New York on December 11 & 12, we spoke to Chase Dillon Content Producer at Make Up For Ever.

Chase describes himself as - Highly curious and keenly interested in storytelling, I've spent my entire life wanting to craft video and complex media that moves people.

At nine years old, I was running around the neighborhood with a video camera I would steal from my dad's closet. At nineteen, I was producing a weekly radio show (talk & music format) at my university. And now, whether working with a crew on set, a C100 in the field, or my iPhone on the streets, I'm evermore excited about finding ways to entertain and inform.

From ideation, through execution, and into post-production, I have nine years of professional producing experience and a tenacious desire to create innovative, engaging video content. And it remains so important to me to continue experimenting, playing with norms, and building upon my skill-set.

How has the perception of content marketing changed in the past 5 years?

I think consumers overwhelmingly want more and more to be part of brands that speak directly to them: brands that are approachable, interactive, customizable, etc. The question then becomes about how to create this kind of content while maintaining artistic/brand integrity.

With the amount of content around today, what do companies need to do to stand out?

The importance of staying true to your brand ethos/heritage has never been so important. In today's marketplace consumers can spot inauthenticity a million miles away. So it's evermore important to present the most truthful version of your brand possible. At the same time, the content game changes every few weeks, so it's equally important to constantly self-innovate and take chances. Honesty and confidence...the perfect cocktail for just about anything in life.

What is the single biggest mistake that companies make when implementing a content marketing strategy?

These are the two mistakes I've seen hurt companies: 1) Creating an over-abundance of messaging - both in terms of product messaging and brand messaging. With the amount of content consumers are faced with, a brand has an even shorter opportunity to present themselves and/or the product before he/she has scrolled on to the next. Though it may sound obvious, concise messaging is crucial. And 2) an over-reliance on data (past and present) to inform decision making instead of gut-level innovation. In short - too many rules and too much looking around to see what other brands are doing. Because something worked well last year, or because something works well for other brands, doesn't necessarily mean it's going to be the best option NOW.

What can the audience expect to take away from your presentation in New York?

On-screen or off, in an executive meeting or at the water-cooler - it is always my goal to leave people with the feeling they've had a remarkably candid, thought-through experience. I wear my passions on my sleeve, so if there's something I know to be true about the digital content marketing landscape I'm going to proselytize as well as invite open debate. On the other hand, I have no problem admitting when I haven't the slightest clue. So overall, I hope for people to walk away feeling inspired to create fresh, honest, and disruptive content that not only connects with consumers, but sticks in their brain like nicotine! That's a joke, but you get the point.

You can catch Chase's presentation at the Content Marketing Summit in New York on December 11 & 12

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