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Over the last few years, Vox Creative—the native ad arm of Vox Media—has shot to the A-list of native advertising options, earning perhaps the best reputation of any shop not named T Brand Studio. Its high-quality branded documentary series, like “Two-a-Days” for Russell Athletics, integrate well into Vox’s portfolio of sites.
The Economist’s Mina Seetharaman has a message for brands: If you’re not solving a real problem for people, you shouldn’t create content. “People tend to think about content marketing or branded content as longform advertising,” Seetharaman, the global managing director of marketing solutions, told me. “You really have to look from the outside in.
Rob Holzer remembers the first time he came to Cannes six years ago after starting Matter Unlimited, an agency focusing on ad campaigns that drive positive social change. “People would sort of just tilt their head nicely and be like, “Oh. That’s nice,” Holzer recalls. “But, like, how are you guys going to make any money?” Since then, Matter Unlimited has thrived helping brand ...
Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had designed a mobile streaming app called HBO Go. This past summer, I caught back up with Huge founder Aaron Shapiro, who has since turned his small shop into a full-services operation with thousan ...
Last week, the world got wind of the biggest Facebook algorithm change in years. Google officially reclaimed its spot as the top source of referral traffic since Facebook overtook it in August 2015, which means the world’s biggest social network has been pushing less and less traffic to content. According to a Parse.ly data analysis of over 2,500 sites, Facebook referral traffic now sits at 35.
What makes GE’s content a hit while other brands fall flat? Why do some Super Bowl commercials make us tear up while others leave us staring blankly at the nachos? In all likelihood, your answer boils down to “because it’s good.” But according to Brian Millar, founder of the Emotional Intelligence Agency (EIA) and one of the UK’s top content research firms, there’s a deeper sc ...
“You really have to check out…” Whenever my friends used to say this, the recommendation at the end of the sentence would be a restaurant or bar or TV show. Now, it’s a podcast. That shouldn’t come as a surprise. Over the last decade, audio storytelling—one of our oldest mediums—has seen an unprecedented explosion in popularity.
Netflix drives how we think about so much: dating, friendship, introversion, internet memes. But I’m a total dork, so when I think of Netflix, the first thing I focus on is content strategy. In a book I co-wrote with Contently founder Shane Snow that’s being published this fall 1, we write about Netflix’s foray into original programming.
For years, publishers and brands have had a contentious relationship with Facebook. Brands took a huge hit two years ago when average organic reach on Facebook plummeted below two percent. And publishers have struggled to figure out whether Facebook is a friend or foe when it comes to both relying on the site for traffic and promoting native advertising.
What are your go-to content marketing metrics? That’s one of the toughest questions for marketers to answer, and one I heard repeatedly at both Content Marketing World and Cannes this summer. When I asked Ann Maranovich, SVP of Content Strategy and Partnerships at Forbes, at the Cannes Lions Festival of Creativity, she was adamant that one of the best things any marketer can d ...
A common mantra at Content Marketing World, the aggressively orange extravaganza held in Cleveland every September, is that marketers need to think more like journalists. But for the past year, I’ve been a journalist trying to think more like a marketer. Even though I gave up full-time journalism years ago when I went from overseeing a news site to running editorial and conten ...
Let’s talk about the content marketing industry’s favorite chart. We love this chart! It pops up in about 75 percent of all content marketing talks, showing the explosive growth in searches for “content marketing” this decade. I use it in three different presentations. It’s basically our industry’s version of the “Everything is Awesome” theme song from The Lego Movie.
Vice. Vanity Fair. UBS. This unlikely trio may seem like the setup to a very geeky “walk into a bar” joke. But over the past three years, financial services giant UBS has been partnering with Vanity Fair and Vice on one of the most ambitious and intriguing partnerships in finance content: Unlimited, an editorial site designed to reach wealthy women and millennials.
Welcome to Ask a Content Strategist, the column where I answer the questions you’re terrified your boss will ask you in the next marketing all-hands meeting. It’s July, which means two things: seething with jealousy over the out-of-office messages of your European colleagues (“On Holiday until September!”), and a chance to take a breath and reflect on our biggest marketing challenges.
One of the most popular insights Contently’s strategy team provides clients is a custom analysis of the best times and days to post on social, based on the behavioral patterns of their target audience. This data is always met with a combination of surprise and relief—the answer is often counter-intuitive, and they’re grateful to no longer have the uncertainty of when to post ha ...
Welcome to a special Fourth of July edition of Ask a Content Strategist, where I finally answer the question: What’s the ROI of wearing an American Flag romper all weekend in the Hamptons? Sorry, I’m getting word from my team that that’s not what we’re doing with this column, and that if I really want to write 1,000 words on patriotic rompers, I should just suck it up and take that $20,000 per.
As a content strategist, I ask people about their content marketing goals every day. Sometimes I almost feel like a fast food worker. “Would you like some lead gen with that?” These goals vary greatly since content marketing can impact everything from sales to customer experience, but there’s one goal that’s pretty universal: growing your email list.
For most, Memorial Day weekend means barbecue, beers, and jealously glaring at Instagram pics of your co-workers in the Hamptons. For me, it also means spending Sunday morning filing my monthly column so that our managing editor doesn’t kill me. So let’s get into it. Here’s what you asked this month: We’ve been using the term “thought leadership” internally for a while.
Last night, a close friend who works in content marketing DMed me on Twitter. She was very concerned. “I have to admit I’m Twitter stalking you because I’m intrigued that this conference has you turned into a tween at a Harry Styles concert,” she wrote. “You’re suddenly VERY EXCITED about things like demand waterfall. Or, intervention? Anyway def going to pump you for cliff notes.” It’s true.
There was a drum roll as the thousands in the crowd hushed. Then it came. Arms shot in the air in spiritual ecstasy. iPhone cameras flashed. What was it? Beyonce? Bono? Michelle Obama? The Pope? No. To the crowd of marketers at Day 2 of the Sirius Decisions Summit in Las Vegas, it was something far more exciting: a new SiriusDecisions Demand Waterfall.