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Celebrating its 6th year - FutureM brings together marketing and technology innovators for 3 days to contemplate and celebrate the future of marketing. We bring together the most relevant content and thought leaders, both locally and nationally, to create an environment of new ideas, connections, and inspiration. Named one of the "Must Attend Marketing Conferences for Leaders" in Forbes, this year’s event will be hosted at the Hynes Convention Center

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Wednesday, October 7 • 3:00pm - 3:45pm
The Content X Factor: Authenticity

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Native advertising is widely practiced by brands right now. In fact, according to eMarketer, spending on native ads is expected to increase by nearly 35% in 2015. However, there are some important questions still left unanswered for the controversial ad format. Most of these concerns revolve around one key concept: consumer trust. A 2014 Contently study shows that 54% of readers don’t trust sponsored content, and that two-thirds have felt “deceived” upon learning that a piece of content was brand-sponsored. Additionally, a recent CivicScience report suggests that consumers are ambivalent toward sponsored content; 48 percent of adults, are “very concerned” about preserving objective journalism.

So, how can brands ensure that their content will be well received by readers? Authenticity in the X Factor that’s needed in order to succeed. In addition, your content should help and educate readers, deliver on a pain point / communicate a return on investment for them, and be entertaining. If you perform on all of this you’ll gain brand advocates. The truth hurts – most brands, even large, established brands, are not fulfilling the authenticity parameter. Join us as we dig into examples. 

Moderator
avatar for Mike Farber

Mike Farber

Partner (@mfarbs), LaunchSquad
Mike loves a good story. He's a partner at LaunchSquad, a communications agency in Boston, San Francisco and New York with a special hankering for companies that think big and act bigger.

Speakers
avatar for Jennifer Eldin

Jennifer Eldin

Director, Global Head of Social Media & Content (@jenneldin), Blackrock
Jenn is a seasoned marketer with over 10 years of experience building brands in retail and digital. She leverages data and analytics as weapons in the crusade for understanding customer needs and creating great content that drives demand. She is currently the global head of social media for BlackRock, the world’s largest asset manager, overseeing the blog and all social channels for the brand.   Prior to joining BlackRock she spent 5... Read More →

Track Hosts
avatar for John Hall

John Hall

Co-Founder & CEO (@TweetJohnHall), Influence & Co.
John Hall is the co-founder and CEO of Influence & Co., a company focused on helping brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. In three years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to the world's top publications, ranking #72 on Forbes' "Most... Read More →


Wednesday October 7, 2015 3:00pm - 3:45pm
Room 312