• Major Content Trends, Redux
    We asked several experts who have appeared in our coverage of this space -- each of whom approaches content marketing from a different angle -- to share their takes on the major trends emerging in the discipline.
  • This Just In(stant)
    It's official. Brand content is now completely indistinguishable from non-brand content. You know, what we used to call "editorial" content. We've been sliding down a slippery slope for some time now, but the tipping point happened this week when The Washington Post, once one of the most venerable separators of church and state, announced "game over." Well, the newspaper didn't actually say that. What they said, was, it had become one of the first publishers to launch branded content on Facebook Instant Articles. Huh?
  • In-Store Screens Read Faces To Deliver Targeted Content
    Imagine if - based solely on what the camera on the screen you're looking at sees in your face - the first sentence of a story like this is different for you than it is for that frowning non-Millennial male in the corner office. Although our smartphones, PCs and TVs can't yet read our genders, ages and emotions to deliver targeted content, that time is already here, as you know if you happened by the Samsung booth at the National Retail Federation's BIG Show in Manhattan this week.
  • Storytelling Through Agile Marketing
    For all their talk about beefing up storytelling capabilities, most companies have done little to invest in the people who can make It happen. That's according to a new survey commissioned by content marketing software and services company Skyword. "Large organizations are only just beginning to set themselves up to do sustained storytelling," says Skyword CMO Patricia Travaline. "In actuality, particularly from the people side of the equation, there is still significant investment in very traditional marketing roles."
  • Major Content Trends For 2016
    We asked several sources from the last year -- each of whom approaches content marketing from a different angle -- to share their takes on the major trends emerging in the discipline.
  • Branded Emojis Making Their Mark
    Swyft Media has launched some eye-catching emoji and branded sticker campaigns for the likes of Ford, Universal Pictures, Dell, L'Oreal, Fox Studios, MillerCoors and 1-800-Flowers over the last year. But what could be more visually arresting than Pope Francis caroling with nuns, chuckling "ho ho ho" or sitting fireside and sipping from a mug in an ugly Christmas sweater?
  • MoFo's 'Socially Aware' Insights Pay Off
    Blogging was less popular as a content marketing practice among North American B2C companies last year -- down to 67% from 72% -- according to data cited in an infographic on social media marketing published by law firm Morrison & Foerster. But for John Delaney, the MoFo partner who co-edits its Socially Aware blog, blogging continues to be a boon to the company's own B2B practice
  • CNN's Courageous Crafts Heros' Mini-Docs For Subaru
    During the broadcast of "CNN Heroes" on Sunday night, you'll see Subaru president Tom Doll deliver a video message about the automaker matching viewers' online donations - dollar for dollar -- to the 10 people being spotlighted for their good deeds. Then, when Doll finishes, you'll see Sandra Tooley, her hands in a boxer's wrist wrap, inside a gym. "I tried sobriety on my own before," she tells us, I told myself I didn't need anybody else's help; I could do this on my own. And it kind of took the last relapse for me to realize that, no, I ...
  • Xerox Sponsors Content On 'Atlantic' To Promote New Branding
    Reading Xerox's brief about what it wants to accomplish with its new brand platform "was sort of an instant aha moment for us," says Hayley Romer, vice president and publisher of The Atlantic. The new strategy, unveiled in August, puts a focus on Xerox's belief that by optimizing how people, processes and technology work together, "Work Can Work Better." The media company and the advertiser have had a longstanding relationship, but this updated positioning felt like an opportunity to do a lot more than just run an ad or write a formulaic content piece about what Xerox was doing. "Anybody ...
  • JetBlue's Content Gets Busier And Busier
    In its content marketing, JetBlue Airways "shied away from telling a JetBlue story and [is] telling a humanity story." That's certainly the case with the mini-documentary "HumanKinda," starring film maker Bianca Giaever.
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