The Content Strategist
All of the existing analytics tools on the market are still built to solve a different problem than the one brands face. In our research over the last year, we've found that most brand publishers and the vendors that service them are still measuring success using the metrics of a publishing business that's fundamentally different than the one they're in.
I combed through hundreds of pieces of branded content researching this piece, and I must say, at no point was I tempted to quit my job at Contently and relocate to the remote jungles of Central America.
YouTube just released its first Brand Channel Leaderboard, featuring channels that have had the most success attracting repeat viewership, shares, and engaged fan bases. But how well are brands actually doing on the video-sharing platform?
Creating high-quality branded content is very important, but when it comes to making sure your ad dollars are spent properly, understanding the best ways to get eyeballs on your content can be just as crucial to your success.
When Morgan Freeman narrates a Visa commercial, he lends humanity to the brand's message. But he can only talk at viewers, not with them. Traditionally, brand voice was something agencies could control in a top-down fashion, then, the Internet happened. Today, brands must manage their messages across a complex network of media, each with its own unique attributes and best practices.
Do a Google search for the term “SEO is dead.” At the top of nearly 45 million results is a post from Copyblogger's “resident SEO guy” Sean Jackson decrying the acronym.
Recently, Fast Company lit a fire under bankers' backsides by publishing research that showed the majority of Millennials hate banks. The antidote? Many believe it's stories that humanize banks.
By now, most people have heard of Buffer, the social media scheduling app and poster child for startup content marketing done right. Their blog posts get literally thousands of shares, helping market a business that boasts over one million users and nearly $4 million in annual revenue.
Fifty-four out of a hundred consumers now say they would consider ending a relationship with a retailer that fails to directly deliver tailor-made, relevant content to them.
