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… assumption that our attention spans are getting shorter. We’re just getting more picky, because there’s a lot more choice out there. The key is making sure that your branded content is as genuinely useful as possible, and is delivered in an appropriate, timely manner. Social ecommerce Another trend that Tessa is very excited about is the ability…
In 2012, when content marketing was starting to come into fashion, Tess Macleod Smith finished overseeing the launch of Harper’s Bazaar in the U.K and quickly jumped to Net-a-Porter—just as the media industry was undergoing a tectonic shift. Thanks to the rapid proliferation of social platforms, marketers salivated over the thought of a world where content and commerce would align.
… consumer brand to full-fledged media company. After weeks of industry buzz, Casper launched Van Winkle’s on June 9 with the goal of covering the culture of sleep. The digital magazine features stories on everything from sleep deprivation to what it’s like spending a night at Florida’s new Legoland Hotel. Science, Health, Travel, Culture—all are covered…
… While growing up in an age of Facebook ads, millennials and post-millennials have become very good at discerning which brands actually understand them and which ones are just trying to hijack the latest trend. For brands, that presents a problem. Coming across as “authentic” or “genuine” can feel like an impossible task. One tactic that works…