LAS VEGAS — Know your audience and give them the content and stories they want. That’s the advice for brands as they approach next-generation storytelling, says Brent Poer, President of LiquidThread, the content creation division of SMG North America, during an interview with Beet.TV’s Ashley Swartz at the Consumer Electronics Show.

Stay rooted in the audience and think of them first, he advises. Aso, brands shouldn’t be afraid of conflict as they approach this venue because then the brand can be at the center of the resolution. “Social is powering the next-generation of the oral tradition,” he adds. For more insight into best practices for content creation across devices, check out this video interview.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is a regular contributor to Beet.TV

-Daisy Whitney

Editor’s Note: This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group

CES 2013