Morgan Spurlock: It's the best time in history to be a content creator

SXSW is becoming just as much about marcomms as it is technology. Morgan Spurlock's presentation only cemented that belief more.

Yesterday was my first full-day taste of SXSW, which meant scurrying to and fro from session to session. Everything I heard reinforced how marcomms has become central to what this event is now all about.

Want proof? Look no further than the session I attended featuring Morgan Spurlock, the man behind Super Size Me who is now teaming with AOL to present a hyper-reality TV series called Connected, which is set to debut late this month.

He showed clips from the show, but the takeaway for me was the sound advice he kept emphasizing about content and storytelling. As a true filmmaker, it pained him a bit to admit that in today's "selfie generation" lower-quality video is acceptable to many content consumers if it means better stories can be told.

"Technology can't make a bad story good, but it can make a good story great," he added.

His focus remained on that as he emphasized how it's the best time in history to be a content creator and storyteller. He later predicted that "the democratization of marketing and curation is the next big thing." And this: "Sure anyone can create films and videos now, but too many still don't master the craft of storytelling. And you need to now."

Spurlock's presentation was not directly intended for PR pros. However, every piece of counsel he offered seemed to come back to what is fast becoming a - maybe the - central skill for marcomms pros: the creation of great content and telling stories.

As indicated in my previous post, SXSW is becoming just as much about marcomms as it is technology. Spurlock's presentation only cemented that belief more. To everyone in the PR profession, that's a great story.

Follow the rest of PRWeek's SXSW coverage here.

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