Marriott wants to become the largest producer of travel lifestyle content. It set up an in-house content studio, focusing first on short films and premium storytelling. For example, "The Two Bellmen" series featured scenes from LA, Dubai and Seoul, showcasing the brand with a story "that entertains people" before selling to them. "Now that consumers are in charge," Marriott's David Beebe says, "we have to shift to not talking about ourselves, but what does that consumer want? How do I entertain them? How do I solve their problems? How do I build a relationship with them and provide value? Then, they're more likely to pay attention to what I'm actually trying to sell." But not all content worked equally, and Beebe learned that the why behind the content was ultimately more important than the what. Get the full story at AdvertisingAge