Act like a publisher, get results like a marketer

Guest Blogger: Audra Carson, Head of Content Marketing & Media Platforms, General Mills

I work for one of the most iconic food companies in the world, the force behind brands like Betty Crocker, Pillsbury and Cheerios. When people ask me what I do for a living, I tell them: “I’m a publisher.” Essentially, my team operates as a publishing house inside of a house of brands – where 40+ interactive marketers, developers and imbedded agency partners have the responsibility of building audiences, creating and distributing brand content and delivering world-class digital experiences that drive sales of General Mills brands.

With our three primary media platforms (BettyCrocker.com, Pillsbury.com, and Tablespoon.com) and a significant social presence behind each, we’re a top five food content marketer, right behind Food Network and Allrecipes. More than a million consumers a day interact with our properties across all digital channels.

Even if you aren’t publishing content for a consumer package goods manufacturer, content still matters. These days, no brand can afford not to be a publisher of timely, relevant information about their brand, and the unique stories and value you offer. That’s because we, the companies, are not in control of our brands anymore—our customers are. And if you aren’t listening to your customers, interacting with them and serving them content in the way they want it, then you’re likely losing the communications game of this digital century.

Ignite 2107: What you need to know today
If you’d like to learn more about how General Mills is mining both sentiment and data to create stronger customer relationships, I hope you’ll come to my presentation at the Ignite 2017 Marketing Conference on October 19 in Minneapolis, Minnesota. As a homegrown Minnesotan and a graduate of the University of Minnesota, I’m thrilled to be back on my home turf to share my insights and experience with you.

The conference is sponsored by The Institute for Research in Marketing at the University of Minnesota’s Carlson School of Management and YA, an industry leader in delivering high-impact marketing promotions. At each session, business scholars and corporate leaders will be co-presenting academic findings and real-world results. My session will include both my own presentation and one from Jonah Berger, Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. He’s an expert on word-of-mouth, viral marketing, social influence and trends and author of Invisible Influence: The Hidden Forces That Shape Behavior. Following our remarks, Jonah and I will be taking questions from the audience.

If you’d like to learn more, I’d love to have the opportunity to connect with you on October 19. You can register for Ignite ’17 here

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