Campaign Middle East held an interesting and relevant dialogue on today's hot topics about Content and Storytelling Strategy. My key takeout below for marketers, content creators, media planners, PR, ad agencies, digital/social media experts and entrepreneurs to look at when creating content for their brand to be on top of mind & put it closer to consumer's heart. Finding your voice - what you should say (brands need to be strategic & clear on what their key messages are) and how you should say it (identify brand's tone of voice to convey their stories) and decide which channels are most appropriate for reaching specific KPIs. The ever-evolving content ecosystem - with the drastic shift from traditional advertising platforms to digital, social media and AI, it is crucial for brands to know when & which mediums to use and more importantly finding the right mix to speak to their customers at different touch points of the customer journey to cut through noise and be heard, seen, considered for purchac