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One million unique visitors in two weeks. Nearly two hundred million total attention minutes. A content marketing launch for the record books! This is the story of how a small startup built a content project that went viral and what any other company struggling to break out of the storytelling box can learn from it.
For a brief but glorious moment, 18 people, across this vast and varied planet were watching something at the exact same time as one another: a small dollop of Behr Premium matte white paint, drying on the back of an envelope. The technology that made this beautiful revolution possible? Facebook Live – the new streaming video service from everyone’s favorite social networking behemoth.
In 2015, this column took a look at some of the best and worst pieces of content marketing produced that year, breaking down what made some pieces work, and why others fell flat on their faces. Great content is something you truly want to read – informative, funny, insightful, unique – and isn’t interfered with by the advertiser to stick their logo or message in your face.
Published 44 mins ago 48 For the past few years, sponsored content has been hailed as the savior of the journalism industry by some. It’s no secret that many publications’ print business suffers from falling circulation rates. In addition, many of their traditional online ad sales are being squeezed by Google and other networks.
As the year draws to a close, many marketers are rightfully excited about 2016. They’re hoping to top all the new developments and exciting advancements that came this year with even more progress in the 12 months that follow. Others are more anxious, worrying that the arsenal of tools that worked in their content strategy this year may prove less effective in the face of chang ...
Published 1 min ago 40 Recently, we’ve dissected the best content marketing to see why it worked so well. Then we pulled apart some native advertising fails to understand how they fell flat. Now, with Thanksgiving in the books, let’s do something a bit more festive: gobble up the very best of branded Turkey Day content! Macy’s Thanksgiving Day Classic Who says “native ...
Published 1 min ago 29 What makes great sponsored content? A piece that people consume not just because it’s bombarded into their streams, but because they actually enjoy it and learn from it. We recently took a look at some sponsored content “fails” – pieces that did the exact opposite and left readers wanting.
Published 1 min ago 27 Crafting great journalism is hard. Not only do you need an important story to tell, a smart journalist has to figure out how to get the facts, arrange them into a meaningful narrative, write it up smartly, and then get it in front of the public. In contrast, most sponsored content or native advertising should be considerably easier to make.
Published 11 mins ago 36 When it comes to setting your editorial calendar, the concept of “publish or perish” can feel all too real. After all, who’s going to subscribe to your blog or news site if you’re only coming out with new stories once every two weeks? Combine that with the need for “shareable content” and high traffic growth goals, and all of a sudden clickbai ...
Published 1 min ago 37 Brands often struggle to produce content that connects with readers in a consistently reliable manner. Your company may produce a hit story one day or two, and then go through a drought of low performing posts for the weeks that follow. This may average out to look like you’ve had a good-enough month, but your actual performance within that period was very spiky.
Published 45 mins ago 46 Content marketing and sponsored stories may be created by marketing departments, but it’s heavily influenced by more traditional journalism. After all, a great branded content site might not only look like a great news website, it’s possible the stories are being written by authors who once worked for leading news organizations.
Published 13 mins ago 44 As content marketing becomes more and more mainstream, brands are increasingly realizing that they can’t simply “do content marketing” and call it a day. No, they have to do it right, and they have to know that their content is actually working. But what does it actually mean to have content that works? And is it driving brand favorability? Th ...
Published 1 min ago 2 Forward thinking content marketers have long realized that simple counting and consumption metrics – everything from pageviews, to social shares, to time on site – don’t cut it any more. Meanwhile, a million new metrics have sprung up to vie for your acceptance. While analytics firms like Chartbeat are pushing for engaged time and scroll depth, co ...