Keeping up with Pace, learning about content strategy

There’s always something going on at the second floor of Powell. Each Thursday, special guests visit us to give us the scoop of what’s happening in the real world.

Last week, three accomplished representatives from the Greensboro branch of Pace Communications, including iMedia alumna Bettina Johnson, enlightened us about content marketing for the Thursday Afternoon Special.

President Craig Waller digs iMedia students, and I know some of us fell in love with Pace’s work and mission on Thursday.

Waller said, “You come much more accomplished and you’ve got a much broader skill set, obviously.”

Thanks, sir. And why didn’t I intern with you this semester?

Pace Communications

Waller said the increasing importance of content creation for brands has been great for Pace. Pace is in the eye of the hurricane, he said.

“The digital world started transforming our business because not only was it an easy and cheap way of reaching customers, but it is also an easy way to measure,” he said.

Brands as media owners isn’t going away, Waller said,  using Coca Cola as an example. Jobs at brands exist for iMedia students that didn’t five years ago, he said.

Bettina said her experience working at Pace is similar to the iMedia experience because she has to work with so many people with different skill sets.

“You kind of have to know how to talk the right language to get these projects done,” she said.

Kevin Briody, vice president of digital strategy, taught us about Pace’s integrated approach to creating and publishing content for clients, such as Verizon Wireless and Four Seasons Hotels and Resorts, and how they measure their campaigns with analytics. Then Bettina gave us a quick run-through of how she uses Sysomos to conduct real-time social media monitoring and analytics.

Content marketers must know what content to push and when, Briody said.

“You can churn and burn a ton of content, but it is marrying the art and the experience.” – Kevin Briody 

DLWPic100312DIONI L. WISE IS A FORMER NEWSPAPER REPORTER WHO WANTS TO ENHANCE HER SKILLS IN MULTIMEDIA STORYTELLING AND DIGITAL MEDIA STRATEGY. SHE HAS A KNACK FOR DOING CARTWHEELS AND TURNING MUNDANE PHRASES INTO SONGS.

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