Photo credit: (Red Bull UK)

Who is the Master of Content? was the first joint event by the CIPR and PRCA in the Midlands and it certainly didn’t disappoint.

Hosted by Midlands Insider editor Kurt Jacobs, the panel drew from the knowledge, experience and insight of Jon Harrison (One Black Bear), Mark Coyle (MC Digital Media) and Bob Hockenhull (BBC). The talk focused around the concept of content marketing – ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action’ (

With the advancements in technology and the ability to self publish in seconds we have all become content creators – be it an Instagram post, a Snapchat, a tweet etc. So who is the master of content? The client who’s paying for content services, the PR team who put the content together, or the editor who decides what gets published and what doesn’t? Unfortunately the panel, nor guests, could come to a conclusion.

But one thing we did all agree on – Red Bull are masters of content. Check out one of Danny MacAskill’s first videos for the energy giants, Imaginate. Try and spot the can.

And for those who also thought the music choice was epic, it’s Houston – Runaway.