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Creating Great Content: A Primer

Businesses and organizations need to produce great content to cut through the online clutter and capture the attention of their target markets. In this webinar, our panel of content experts present advice on generating great content in many forms, from ads to user-generated content to intelligent essays and startling graphics. The discussion addresses the following questions while leaving time for audience members to submit their own.

  • What are the 3 most important improvements that great content provides?
  • How do you determine if the content you provide is having the effect you need?

About the Panel:


Michael Durwin

Michael Durwin is a serial early adopter. He launched his first website in 1993, first web video in 1994, and first social media campaign in 1995. He has continued to innovate online and off for brands like Microsoft, Comcast, HBO, Disney, GMC, Coca-Cola, ESPN, Liberty Mutual, Reebok and ABC. He has won a handful of awards from PR to mobile, Mark to Emmy and is a member of the Boston Social Media Club. He is currently hard at work on the Social Media Constitution and is the Director of User Experience & Marketing at Boston Technologies. Find him by Googling "mdurwin."


Dirk Shaw

Dirk Shaw is senior vice president and lead of Ogilvy PR’s 360° West Coast Digital Influence Practice. With over 15 years of experience in digital marketing, he oversees strategic planning and creative deployment of digital media that drive the marketing and brand-building agenda for a wide range of client including consumer, high tech and media. Prior to joining Ogilvy PR, Shaw served as a national Digital Strategist for Vignette where he designed multichannel publishing, personalization and community strategies for large-scale media, eCommerce and telecommunications clients. While at Vignette he also implemented a corporate social media & marketing strategy to enhance brand reputation, generate leads and drive higher levels of customer engagement, which was cited in a best practice report by Forrester.

John Byrne

John A. Byrne is chairman and editor-in-chief of C-Change Media Inc., a digital media startup that is launching a network of websites for the global business community. C-Change currently has two highly successful sites, Poets& and Poets&, and is about to launch two more business sites before yearend. Little more than a year old, P&Q generates more than one million monthly page views. Byrne is also the author of the forthcoming book, “World Changers: 25 Entrepreneurs Who Changed Business As We Knew It” and the co-author of the forthcoming book “It’s All About Who” with entrepreneur/philanthropist Mort Mandel. Previously, Byrne was editor-in-chief of and Fast Company and is the author of ten books on business, leadership, and management, including two national bestsellers.