iCrossing Is Aiming to Build Next-Generation Content With Data and Long-Game Branding

Bolsters abilities by hiring its first CCO

Digital agency iCrossing today announced the hiring of its first chief content officer, Kayvan Salmanpour, whose career has included executive stops at Novel and NewsCred. Salmanpour plans to combine data with proven branding tactics to create long-term content marketing strategies that generate consumer fans for iCrossing clients. 

What's more, he doesn't want content marketing to go the way of display advertising, which has made the branding community roll its collective eyes in recent years. 

"The marketplace is quickly approaching a point where content from brands is in danger of being painted with the same brush as the banner ad today—looked down upon as an example of where we in the digital world squandered our chance to make the Internet great," said Salmanpour (pictured right). 

The agency's parent company, Hearst, has a wealth of data he said will help his team identify trends and build strong messaging.

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