Changing Roles, Rules for Marketers-as-Publishers to be Explored by Content Marketing Thought Leader & HiveFire CEO Pawan Deshpande at SXSW

Panel, "Brave New World: Debating Brands' Role as Publishers," to include insight from leading journalists, technologists and marketers

Mar 07, 2011, 08:00 ET from Curata by HiveFire

CAMBRIDGE, Mass., March 7, 2011 /PRNewswire/ -- At a time when "brand journalism" raises eyebrows and marketers navigate an uncertain landscape dotted with content that could make or break customer relationships, content marketing solution provider HiveFire will give voice to the future of online brand building at this year's SXSW Interactive Festival. Brave New World: Debating Brands' Role as Publishers will take place on Saturday, March 12 at 9:30am at the Austin Convention Center, Ballroom F.

On the heels of the AOL's acquisition of The Huffington Post and a growing number of companies incorporating content marketing into their broader strategies, it is clear that content curation has the potential to dominate online brand strategies, but the role between marketers and publishers has been blurred as a result. It's a brave new world for both parties to operate in, and this panel will address some of the most heated concerns about this changing landscape – including matters of transparency and trust, concern over copyright and fair use, and where to draw the line between reporting and selling.

To ensure a balanced, lively debate, this panel will bring together notable journalists, technologists and marketers to share their opinions and address audience questions.  The expert voices shaping the debate include:

  • Tom Ashbrook, host, syndicated WBUR-Boston/NPR discussion forum On Point (moderator)
  • Pawan Deshpande, CEO, HiveFire
  • Gary Kim, editor, Carrier Evolution
  • Lora Kolodny, editor, TechCrunch
  • Joe Pulizzi, executive director, Content Marketing Institute

To get in on the conversation in the weeks leading up to SXSW, the public is encouraged to share questions and engage the panelists and attendees via Twitter using the hashtag #curatedebate.

"Brand journalism and content curation have reached a point of critical mass," said Deshpande. "But the rules for how marketers operate in this space are still being figured out. By bringing together some of the smartest minds and most-informed voices on the subject, we hope to clarify best practices, engage in an open dialogue, and intelligently debate the most critical issues that will impact marketers, publishers and content consumers."

In addition to contributing to the program, HiveFire will also be exhibiting at the SXSW Trade Show. Visitors to the booth will have the opportunity to learn more about how content curation and marketing can contribute to a successful marketing strategy, as well as qualify to receive a free 30 day trial of leading content curation platform, Curata. HiveFire will be located at Stand 604 and advance appointments can be scheduled by calling 888-887-1874.

About HiveFire, Inc.

HiveFire provides easy-to-use marketing solution for content curation and content marketing.  HiveFire's product, Curata, allows marketers to quickly curate content on specific issues or topics in order to establish thought leadership, own industry conversations and drive qualified web traffic.  HiveFire was founded in 2007 and is headquartered in Cambridge, Mass.  For more information, visit

SOURCE Curata by HiveFire