Melanie Deziel

Melanie Deziel is an award-winning branded-content strategist, consultant, and speaker who travels the world teaching marketers and publishers how to tell better brand stories.

Deziel started The Overlap League native ad newsletter, writes the New Media Navigator column for Inc, is on the board of the Native Advertising Institute and developed one of the first Master’s courses in Content Marketing for Fairleigh Dickinson University. She is the former director of creative strategy for Time Inc. and was the first editor of branded content at The New York Times, where she wrote the sponsored content pieces that won the 2014 and 2015 Best Native Advertising Execution OMMA Award, including the acclaimed “Women Inmates” piece for Netflix.

Session Name: Being Needed, Not Needy – How to Create Truly Valuable Content

Session Date & Time: May 3, 11:30am – 12:10pm

Description: Using Maslow’s Hierarchy of Needs as a framework, this talk walks through the various ways in which a brand can create content that provides real value to consumers, providing them with solutions for everyday problems.

The session is sprinkled with industry data and published examples, and allows audience suggestion to drive live ideation to prove that the format works for any company, so bring your challenges and your thinking caps.
– Learn how your consumers needs CAN and SHOULD inspire your content creation
– Gain a framework for identifying how your brand can ideate around consumer needs
– Understand how to focus on consumer needs within your area of authority as a content creator
– See best-in­-class examples and live ideation that demonstrate this process can work for you