• by Gavin O'Malley , Staff Writer @mp_gavin, March 26, 2015

“Doing cool things on the Internet that inspire people.” That’s how Colin Nagy, Executive Director of Media and Distribution at The Barbarian Group, describes the agency’s work for GE. It’s about filling people who love technology with “delight,” he told attendees of MediaPost’s Content Marketing Insider Summit, on Thursday. Among other efforts since it teamed up with GE five years ago, Barbarian enlisted top photographers with big Instagram followings to capture the sexier side of science. More recently, the agency got GE to underwrite a techno track, which Nagy called "kind of subversive" and "cool." More broadly, Nagy says it’s a great time to be in the content business because of the incredible distribution opportunities. The trick is figuring out what resonates best with audiences, and balancing earned and paid media efforts. And, critically, “Good stories take time to excavate," he said. Doing it right, he added, "requires an editorial mindset."