LONDON—The latest episode of the Echo Chamber explores how the new rules of content marketing are reshaping the traditional roles of PR, advertising and media agencies.
The show features Starcom Mediavest Group head of social media strategy Mat Morrison, who discusses how websites like Buzzfeed and Upworthy, along with the likes of Facebook and Twitter, are changing the way people access and share content.
For brands and their agencies, says Morrison, the implications are clear — calling for a better understanding of data analytics and emerging online publishing trends.
Morrison, who previously led social media at Porter Novelli, also looks at the opportunities and challenges that face different types of agencies. While media agencies like his own are looking to aggressively invest in the area, they remain hamstrung by a poor understanding of editorial ideas.
PR firms, he notes, have an advantage in this regard, but are often stymied by a lack of data and a disinclination to invest in the required digital skills.