In our second episode of Content Unpacked – our long-form video podcast interview series presented by Niche Media and Content Marketing Mag – our guest is Erica Valenti, the Integrated Marketing Director at Live Nation for the APAC region.
Valenti oversees creative and marketing strategy at one of the world’s leading live entertainment companies, helping to connect brands with fans through live music experiences such as festivals and concerts.
In her role, she champions research-led, culturally resonant campaigns that cover deep dives into Gen Z lifestyle behaviours to emerging genre trends like country and Asia Pop.
With a background spanning creative brand strategy and youth-centric marketing, Valenti brings a well-honed storyteller’s sensibility to live experiences, with one eye always on building communities around culture-defining moments.
A little over a decade ago, Valenti also created The Throttle Dolls, a group that describes itself as “three red-lipped, motorcycle-loving best friends”. Her recommendations in brand building come from lived experiences.
In this episode, Valenti breaks down key insights for content marketers, such as how to stay ahead of trends, effectively manage client and stakeholder expectations while coordinating campaigns, and learning how to maintain authenticity in messaging while sticking to brand guidelines.
Another key tip of hers is knowing how to reach your audience where they are while not waiting for them to stumble upon your content.
A special shout-out to our presenting sponsor Contentful , which has partnered with us for the second episode in a row. If you haven’t watched the first episode of this series with documentary filmmaker Tosca Looby, click here .
“At Contentful, we think about content, scale and growth every day. Content is the key to all meaningful brand experiences. We chose to partner with Content Marketing Mag based on this shared belief,” Contentful’s head of marketing for ANZ Veronika Birnkammer says.
You can view our latest episode with Valenti on our YouTube channel, catch some key excerpts across our social media platforms including our Instagram page or listen to it on Spotify and Apple Podcasts too.
What’s the biggest lesson that someone working in live events and promoting the biggest music acts can teach you about content marketing?
The answer, as you’ll agree after listening to this episode, is how to make content that not only lands, but is also a little more rock ‘n’ roll.
Read more: Episode #1: Content Unpacked with Tosca Looby