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David Beebe Show Notes Emmy-winning Branded Content Producer | Keynote Speaker Co-Founder, Content Decoded Declared by AdWeek as a “Branded Content Master Who Makes it OK to Love Marketing,” and named by Ad Age as a Top 40 “forward thinker, risk-taker, and rainmaker in marketing,” Emmy-award and Cannes Lions winner David Beebe, who founded and led the Disney/ABC Television Group Content Studio and Marriott Content Studio, and produced branded content for Grey’s Anatomy, Desperate Housewives, Ugly Betty, LOST, Scrubs and original series for Showtime, DIRECTV, Yahoo, and PBS is one of the entertainment and marketing industries most influential producers, brand storytellers, marketers, advisors, and keynote speakers with real world experience. Most passionate about I spent my career in Hollywood storytelling and brand marketing and I’m passionate about working with brands and helping them really transform marketing into an organization and a strategy that helps win the hearts, minds and wallets of next generation consumers with content marketing, branded content or premium story-like content. That’s what consumers really want today. They don’t engage with interactive marketing anymore and marketers really need to provide value. That’s what I’m in right now. It’s fun to work with brands to create stories, and create platforms that engaged consumers globally. Storytelling has been a part of my life from the beginning. Working with corporations with marketing or with the content creation units in there, and working in TV for 15 years producing television shows like Grey’s Anatomy, Ugly Betty, LOST, producing all the derivative content, webisodes and behind the scenes, that’s storytelling and that’s what consumers are watching. You go to the brand side and you apply that thinking of ‘think like a publisher,’ ‘think and act like a media company’ because consumers want content. They don’t care where it comes from, they don’t care who produces it, as long as it is entertaining and informative and it’s valuable, it’s totally fine if it is from a brand. In fact, they understand that brands need to advertise and need to market, but they appreciate when the content provides value to them first versus pitching them features and benefits. Traditional marketing is pitching features and benefits, but it’s interruptive in nature. It interrupts what the consumers are doing. It comes in a form of TV commercials, banner ads or interruptive emails. It’s not delivered at the right time and the right place. You can still deliver content but deliver content that provides value first and entertains and informs the consumer versus interrupting them. Content marketing and brand storytelling should be connected to all the other types of marketing. It’s not the only type of marketing but it should be a big piece of it, and it all works together. The customers I primarily work with brands because brands need us most. There are a lot of types of brands; smaller brands, smaller type of companies all the way to major corporations. A lot of the time, they talk about storytelling, how your brand should be creating content, doing documentaries, webisodes or even short films. A lot of the smaller companies, even entrepreneurs think that it’s super expensive, and it’s really not. The biggest challenge is shifting the mindsets of your leaders, your marketers, your executives and your entrepreneurs to understand ‘consumers first.’ Believe it or not, and this really hard for marketers or executive to believe, consumer don’t care what you do, they want to know how it benefits them, what do they get out of that? There is a shift in the way you engage with consumers now. I work with all types of companies from the smallest entrepreneurs to big major global brands. The cost of the content is mostly the same, it’s about shifting the mindsets. There are very cost effective ways, efficient ways to create content on...