My talk from the 2015 Content Marketing summit, focused on why native advertising should be hard and why the world needs more editors.

1. / @CJN
HELLO I AM
COLIN
NAGY

2. TWO
OBSERVATIONS
TODAY

3. 1/THE BEST NATIVE ADVERTISING
SHOULD BE HARD TO MAKE

4. 2/THE WORLD
NEEDS MORE EDITORS

5. THE MOST UNDERVALUED
THING IN BRANDED
CONTENT…

6. IS THE SPIRIT OF SALTY,
CYNICAL EDITORS

7. THEY PROTECT US
FROM MEDIOCRITY

8. AND MAINTAIN HIGH
STANDARDS

9. MONOCLE
DOES NATIVE
WELL. WHY?

10. BUT THERE’S TOO
MUCH DIGITAL
MELBA TOAST
THESE DAYS

11. AND NATIVE
SHOULD NOT BE A
SCALE PLAY

12. THE NEED FOR SCALE, ESPECIALLY SCALE FOR SCALE’S SAKE,
DRIVES EVERYTHING IN MEDIA.
IT IS ALSO THE WORST OF HUMAN IMPULSES TO BE DRIVEN BY.
THERE IS A STRAIGHT LINE FROM HYPERPOLARIZED
POISONOUS STATE OF AMERICAN SOCIETY TO THE NEED FOR
SCALE IN EVERYTHING, ESPECIALLY MEDIA.
“
”/ RAFAT ALI, FOUNDER, SKIFT

13. SAVILLE ROW
VS
H&M

14. GREAT WORK COMES
FROM DEEP
UNDERSTANDING
OF A PLATFORM

15. COUPLED WITH CREATIVE
FINESSE AND NUANCE

16. SOME LIGHTHOUSES
FOR THE INDUSTRY

17. NYT +
ORANGE IS THE NEW BLACK

18. SB NATION +
NIKE: FIRST AND LONG

19. KIND +
GIMLET MEDIA MYSTERY SHOW

21. THREE QUICK
TAKEAWAYS

22. 1/THE ENERGY AND THOUGHT REQUIRED TO SELL A STORY TO A CYNICAL EDITOR
IS LACKING IN BRANDED CONTENT. HENCE, ALL THE MELBA TOAST.

23. THE UNIQUE ATTRIBUTES OF THE PUBLISHER.
SOMETIMES THIS MEANS DROPPING — GASP — CREATIVE EGO…BUT IT DOESN'T
MEAN LOSING BRAND MESSAGE.
2/FIGHT TO FIND THE ACTUAL ANGLE AND BRING IT TO LIFE WITH

24. / JASON HIRSCHHORN
3/“HAVE A VOICE. CHALLENGE YOUR AUDIENCE, THEY WILL LOVE YOU FOR IT.”

25. THANK
YOU