SOURCE: HiveFire


May 24, 2011 09:00 ET

HiveFire Unveils Best Practices for Brands-as-Publishers in Marketing's Brave New World

Video Now Available From Dynamic Panel Discussion at SXSW That Sparked These Content Marketing Insights

CAMBRIDGE, MA--(Marketwire - May 24, 2011) - When a Saturday morning panel at SXSW draws standing-room only crowds, the topic must be highly contested. This was the case when NPR's Tom Ashbrook led a heated discussion between leading marketers, journalists and technologists about the "Brave New World" for marketers-as-publishers as more companies use content marketing and content curation for online brand building and audience engagement. As part of its ongoing efforts to educate marketers on best practices in this emerging field, content marketing solution provider HiveFire today made video from the conversation available publicly at

The hour-long debate, which included insight from HiveFire's Pawan Deshpande, Carrier Evolution's Gary Kim, TechCrunch's Lora Kolodny and Junta 42's Joe Pulizzi, has resulted in lively dialogues on blogs and social media about how marketers should -- and should not -- operate in this changing landscape. Based on these ongoing conversations, HiveFire recommends marketers follow these best practices in their content marketing programs:

  • Think like a media company - When developing and delivering content, marketers need to consider the same factors that a traditional publisher would: who the audience is, what their needs and pain points are, and what would be a compelling story for them. Today's audiences are conditioned to only give brands a limited amount of their precious time; they will, however, give attention to interesting and helpful content.

  • Be transparent - The biggest mistake marketers make, and the one that is most likely to harm consumer trust, is to mislead the public about the source behind the content. This means not only making the original source of the content very clear and linking back to the complete text on its original site, but also clearly disclosing if a news portal or particular content has been sponsored by a company.

  • Cover competitors - In order for a brand to be considered a trusted industry resource, it is critical for its content to cover all the news happening in the space -- even if this news includes coverage of competitors. It is not a natural habit for many companies, but without the full industry perspective, visitors will seek out an alternative source and any content marketing efforts will no longer deliver the same value.

  • Support with resources - One of the more hotly-debated points in the discussion was just how many resources companies are putting behind content marketing. According to a recent study, "B2B Content Marketing: 2010 Benchmarks, Budgets and Trends," conducted by the Content Marketing Institute and MarketingProfs, approximately 26 percent of marketing budgets are now being dedicated to content marketing initiatives. Further, more consumers are using content curation, the process of finding, organizing and sharing online content.

  • Know you are being policed - In today's social media environment, marketers are under the constant watch of the worldwide public. They must hold themselves to high editorial standards and avoid confusing or deceiving the public.

To view the entire video of "Brave New World: Debating Brands' Roles as Publishers" and learn more about content curation to establish thought leadership, improve SEO and engage customers and prospects, visit

About HiveFire, Inc.
HiveFire provides easy-to-use marketing solutions for content curation and content marketing. HiveFire's product, Curata, allows marketers to quickly curate content on specific issues or topics in order to establish thought leadership, own industry conversations and drive qualified web traffic. HiveFire was founded in 2007 and is headquartered in Cambridge, Mass. For more information, visit

Contact Information

  • Agency Contact:
    Katelyn Henry
    Version 2.0 Communications
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    HiveFire Contact:
    Jessie Zubatkin
    Senior Marketing Manager
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