by Karl Greenberg, MediaPost, March 24th 2015.

One panelist at the Content Council's "Content Chaos: Navigating the Path to Engagement" conference in New York, summed up the importance of content marketing, particularly on video-rich social media channels: the only way to reach a Millennial audience, he said, is through social media creators with a following.

A kickoff panel on Monday featured these creators: mommy blogger Kimberly Coleman; Amber Lee of short-video production house Visual Country; Shanna Malcolm, actress and content creator (HeyYoshanna); and Karen Robinovitz, co-founder of digital Brand Architects. They all said brands have to trust the creators and their authentic connection with their fans. “Sometimes we know our audiences in ways that you can't appreciate upfront,” said Malcolm. “It's about relying on our creativity and our comfort with our audience.”

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