• Facebook's New Video Platform Boon For Content Marketers
    Facebook, the most power platform for branded content, is about to get a whole lot more powerful. At its F8 developers forum this week, Facebook rolled out plenty of whiz-bang. Still, its most significant announcement among all the tech wonders was the launch of an embeddable video player -- a true game-changer. Facebook made $12.47 billion in ad revenues last year. With this native video platform, it's likely to make many billions more.
  • 'The Real Thing'? Not This Coke Campaign
    Sometimes the smartest brands use content marketing in a remarkably dangerous and stupid way. Case in point: Coca Cola's recent sneaky gambit, employing nutritionist bloggers to sell the iconic soft drink as a heart-smart snack.
  • Study: 'NYT' In-House Native Agency Beats Outside Efforts
    When, in December, 2013, The New York Times announced plans for advertising platform Paid Post, it prompted concerns among editorial greybeards at the Grey Lady that advertorial barbarians were going to use all sorts of visual and technological whizzbang to undermine "all the news that's fit to print."
  • Costco's Surprisingly Large-Circulation Magazine
    Quick: What is the largest-circulation print monthly in these United States? If your answer is Costco Connection, you're correct. Domestically, the pub has 8.6 million subscribers -- and millions more when Canada, United Kingdom, Taiwan, Korea, and recently added editions for Australia and Japan are part of the mix, according to Ginnie Roeglin, who has been its publisher for the last 16 years.
  • Content-Marketing Savvy On View In 'Bitter Southerner'
    Chuck Reece, co-founder of "The Bitter Southerner," site, possesses that rare combination of editorial integrity and content marketing savvy. Reece and his three partners (creative director Dave Whitling, social media guru Kyle Tibbs Jones, and insights & analytics guru Butler Raines) launched the down-home, content- and visually rich "Bitter Southerner a scant 18 months ago in Atlanta.
  • Oscars Stay On-Brand As TV's 'Ladies' Night'
    No TV brand screams "Ladies' Night" more than the Academy Awards. Television's biggest non-sporting event of the year, more than 60% of its audience has historically been female, and savvy advertisers know it.
  • Social Media Use Drives Mobile Game Success
    Before releasing her company's mobile game Seaboard just prior to Christmas, Blackflip Studios VP of Brand Marketing Sarah Ross knew she wanted to take an "integrated approach" for the launch. As Ross explains, the alchemy of launching a mobile game has many parallels to the film business. If you don't have a big opening weekend box office, your chances of having a smash hit "diminish significantly."
  • History Channel Gets A Youthful Sheen
    Late last year, when the History Channel started touting its mini-series, "Sons of Liberty," all over the place, from subways to movie theaters to Facebook, I thought, "What a perfect branding vehicle" for the network.
  • Squarespace, Jeff Bridges Dream Up Branding Spot
    The duo of Squarespace and Jeff Bridges have teamed up for a Super Bowl spot that will carry over into a multiplatform branding partnership where seemingly everyone wins, even thousands of kids who go to bed without enough to eat.
  • What To Do If Your Target Audience Hates You
    Sometimes the best way to grow your audience is to realize they hate you -- and show through your branding that you're exactly the opposite of who they think you are. For an illustrative lesson in how to turn hate into love through branding, let's go back into the "Wayback Machine" to 2003 to hear the tale of what AOL had to do to land a teen audience.
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