The Content Strategist
Every week, we want to highlight an example of a brand that’s telling amazing stories. This week, it’s Burt’s Bees and their Six-Second Classics. Ernest Hemingway was once challenged to tell a six-word story; his brilliant response, “For sale: baby shoes, never worn,” is the stuff of literary legend. But what about the six-second story?…
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…
One common trait of all writers — and this goes for journalists, marketers and novelists alike — is that they live by their ability to tell stories, to sell a narrative, to make their particular ordering of events and information compelling enough that others pay attention. Stories are the lifeblood of good content. We all know that…
John Deere's magazine "The Furrow" is iconic—and by all accounts, the oldest content marketing in existence. Here's how it came to life.
At Washington, D.C.’s policy think tanks, the debate over how to create digital content that succeeds at provoking deep thought over serious ideas is in full swing. The Brookings Institution, perhaps Washington D.C.’s most renowned policy institute, has begun publishing one of its first experiments, The Brookings Essay, a series of long-form articles with innovative…
The Strategist spoke to author and comedian Thurston about the approaches to storytelling, content marketing, and relationships with readers that he learned from writing the bestselling book "How To Be Black" and now applies to client work at his agency Cultivated Wit.
Jessica Bennett was a senior editor at Newsweek before joining Tumblr as executive editor, and now is editorial director at Sheryl Sandberg's non-profit, Lean In. The Strategist spoke with Bennett about the transition from journalism to branded content, her new gig at Lean In and how women in media can succeed in leadership.
Make great content. Make it original. And make it meaningful. Brands becoming publishers is like, so last year. Like it or not, brands are already there – whether it’s through sponsored content, through their social media channels, through a wholly-owned content property or through their CEO’s personal MySpace page – and there’s no going back.…
Elinor Mills was a journalist for over 20 years, and now she's heading up content at a PR firm that's looking to address the decline of traditional press materials and the rise of branded content. She spoke to The Strategist about her thoughts on the changing relationship between journalism and PR.
