• CONTENT MARKETING INSIDER
    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?
  • CONTENT MARKETING INSIDER
    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
  • CONTENT MARKETING INSIDER
    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 ...
  • CONTENT MARKETING INSIDER
    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 ...
  • CONTENT MARKETING INSIDER
    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.
  • CONTENT MARKETING INSIDER
    Connecting With People By Connecting The Data Dots
    As soon as she read that Kim Kardashian had posted an "OMG" rave to more than 40-million Instragram followers about her #morningsickness drug, Diclegis, on July 21, Treato media relations manager Allyson Noonan was envisioning an infographic she could not only share with the site's users and on social media, but also distribute to traditional media outlets. What better way to illustrate the data-mining company's ability to monitor more than a million social media conversations daily, and then to extract insights into consumers' thoughts, experiences and questions about healthcare topics?
  • CONTENT MARKETING INSIDER
    Data Storytelling Set To Grow Exponentially
    It's not often that the interests of investigative journalists and brand marketers intersect -- but they do in the five-day "Storytelling With Data" workshops that Maggie Mulvihill, a journalism professor at Boston University, launched in the summer of 2014. "We're all data storytellers now," Mulvihill says. "We've never before - any of us - not only had access to this level of digitized information ... but also to tools to find the meaning in those records."
  • CONTENT MARKETING INSIDER
    Headphones Campaign Invites Audiophiles To Build 'Monument In Sound'
    Most teaser campaigns are more about anticipation than participation, more like looking at a beautifully bow-tied package than pulling the ribbon and slowly unwrapping it. With the multichannel campaign "Reshaping Excellence," electronics company Sennheiser isn't just telling audiophiles that a monumental change is coming to the way they hear sounds. It's inviting them to join in as the story unfolds.
  • CONTENT MARKETING INSIDER
    Fighting Tobacco's Unrestricted Role In Movies
    A very close friend is dying from chronic obstructive pulmonary disease in the palliative care unit of the veteran's hospital in the Bronx. For more than 45 years, he'd smoke a couple of packs of Kools a day. He was so addicted that even after he became permanently tethered to a tank of oxygen, he'd sneak a smoke. Against this backdrop, an ad in The Hollywood Reporter's Sept. 25 issue jumped out at me. "Five hard-nosed reasons to R-rate movies with smoking," the headline reads.
  • CONTENT MARKETING INSIDER
    Listening, Learning And Tweaking The Messages
    Amaranth is gaining traction as a highly nutritious grain -- due to the very deliberate way Puente a la Salud Comunitaria (Bridge to Community Health) has crafted and tweaked the "pseudo cereal"'s story.
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