• by Joe Mandese  @mp_joemandese, August 20, 2015

It’s hard enough to blog a summit. It’s doubly hard to blog them while you’re moderating a session during a summit. So my way of covering the panel I just moderated with three content marketing gurus -- Mindshare’s Chrissie Hanson, The New York Times’ Shannon Marcotte, and Scholastic’s Kathleen Chambard -- was to take a selfie of me moderating them on stage. The reason: It was my first-ever all-woman panel I ever moderated. The significance of that is probably a blog post for another day. But something else they had in common is more relevant for this post. They all are being challenged to compete in an ever-increasing universe of content available to the consumers they are trying to reach.

So I asked them all to play out how that will evolve. Specifically, I asked them if they worried the consumers will eventually burn-out on content marketing, and that the novelty of it will wear-out.

The solution the Cross-Channel Marketing Insider Summit speakers said, was to keep the content they market with fresh, relevant and differentiated. In other words, leverage the core tenants of branding -- in this case, doing it with content brands.