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Extending the Lifecycle of a Narrative


One of the greatest challenges that communications and marketing professionals will face in the foreseeable future is in extending the lifecycle of a narrative. During this session Steve Rubel, Edelman's Chief Content Strategist, will discuss their latest ecosystem forecast research, the Edelman Cloverleaf framework for holistic storytelling and the five strategies marketers will need to embrace to ensure their communications marketing narratives are discoverable around the entire ecosystem.

Session Lead

Steve Rubel, Chief Content Strategist, Edelman

Steve is responsible for creating and cultivating best practices in content strategy and for piloting innovative media partnerships that blend paid, owned and earned strategies. He helped evolve Edelman's thinking and strategy around the rapid advance of social media and, more recently, disruptions in the broader media landscape. Steve also represents Edelman on the World Economic Forum's Media, Entertainment and Information Industry Partnership. He is one of Edelman's most visible industry thought leaders. He has written a monthly column for Advertising Age since 2006. Further, he was one of the first marketers picked to join the LinkedIn Influencer content network. He is followed by 90,000 on Twitter.