The Content Strategist
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…
Twice a month, we want to talk to brands telling great stories to find out how they did it. Next up: Shutterstock’s Tour of the 12 Districts of Panem. You wouldn’t expect a stock photo site to be a masterful creator of original content. But Shutterstock, home to over 30 million images and videos, has…
Remember when pageviews were the dominate metric of the Internet? Today, with publishers rapidly de-prioritizing page views, it’s starting to feel like an artifact of bygone days of the web, when “Mobile” was just a city down south. Instead, publishers are adopting two practices to deliver value to brands: creating high-quality custom content programs, and…
Marie-Josee Lamothe hadn’t planned on becoming an executive producer. The CMO and CCO of L’Oreal Canada was at home in the world of retail and beauty products, but she’d never before considered creating a web series as part of her job description. But Rogers Media had just approached Lamothe with a standard sponsorship deal for…
As Mashable’s Branded Content Editor, I meet a lot of people who reply to my title with a matter-of-fact tone, “Oh, so you do advertorials.” No sentence makes me cringe more. The native advertising / branded content / custom content / sponsored content / content marketing space is a gray area, with varying standards and…
The Strategist spoke with Content Marketing Institute founder Joe Pulizzi about the future of branded content, how he believes we're just past the stage of early adoption, and what every brand strategist should know and expect as they commit to content.
Employing writers is new territory for many brands -- and writers are a unique species to work with. Here are a few basic management tenets for ensuring a solid relationship with them.
Native advertising gets a lot of criticism from journalism purists, but it's starting to create the revenue results that media outlets desperately need. Here's why we'll all start to accept it.
It’s an old maxim of journalism: Yesterday’s newspaper doesn’t make tomorrow’s news. And, the fact of the matter is, the same thing holds for branded content. Brands want to be seen as relevant, and sometimes even as cutting edge–especially if they’re investing resources into content marketing and storytelling to do just that. The lengthy,…
