The Content Strategist
Every week, we want to highlight a brand that’s telling amazing stories. This week, it’s Airbnb’s first major content campaign. Red Bull, the gold standard in brand storytelling, is laser-focused on giving people wings. In its first big branded content push, Airbnb wants to give those with wings a home. With the help of the…
Holiday marketing may be a must, but it’s also a minefield of cliche and redundancy. Some clever brands, however, are getting super creative and ditching the holiday card for awesome santa storytelling. On Monday, we looked at our first five awesome pieces of branded holiday content. Today, we analyze five more that are putting a…
During my career working as a journalist and content strategist, I’ve found that the most valuable and enlightening thing I can do is get inside the head of someone way smarter than me. One-on-one interviews let you do that. Fireside chats at conferences let you do that. Belligerent late 4 AM heart-to-hearts at South By…
Everywhere you look, brands are turning into media companies — or at least they’re trying to. As we head towards 2014, the conversation for brands has permanently shifted from “Should we become a media company?” to “How do we do it?” Michael Brito, Group Director at WCG, has some answers in his new book, “Your…
If you want folks to share your video, triumphant people beat cute cats. Karen Nelson-Field, a senior research associate at the Ehrenberg-Bass Institute for Marketing Science, wanted to understand how emotions influence social media sharing. So, she analyzed a data set of 355 billion videos from Unruly, a video distribution and analytics platform that parses…
So many cool things are happening in the brand storytelling space right now. Robots are taking over Twitter. Tumblr is doubling down on helping brands get eyeballs on their content. Facebook is tripling down. The user-generated content craze is making a comeback with a twist — brands are the new users. Things are getting so…
Here’s a content marketing quote you probably haven’t heard: “Snapchat is my most valuable marketing tool right now.” That wasn’t said by the CEO of some weird Brooklyn organic lingerie company, but Gary Vaynerchuck, the renown agency founder and best-selling author. “It’s not how many followers you have, it’s how many care,” said Vaynerchuck about…
Last week, we wrote about how Facebook changed its algorithm to surface more articles in its News Feed in an effort to dominate the content distribution game. The cliff notes version: Facebook is doing everything it can to be far-and-away the biggest driver of social traffic to publisher sites. That, in turn, will cause publishers…
“We want to create content at the speed of culture.” You hear some version of this mantra from brand marketers a lot, but doing so is easier said than done. Even once you get your content approval process streamlined to publish fast — like Oreo — staying on the pulse of culture is hard. By…
