The following case studies have been featured in the Best of Branded Content Marketing ebook series: Perrier - Le Club Perrier, Dupont - Horizons, Metro Trains - Dumb Ways to Die, Intel/Toshiba - The Beauty Inside, and Dove - Real Beauty Sketches
These days, people are more inclined than ever to ignore your ads. If they don’t already have some sort of adblock software installed, they’ve no doubt become used to the sidebar ads and native “sponsored” posts on the sites they frequent. The key to breaking through banner blindness is delivering relevant content to captive audiences, and behavioral targeting is the way to go.
Dulux’s new TV spot takes viewers back to Prohibition-era America, except it is colour that has been outlawed instead of booze. Bartle Bogle Hegarty created the ad, which opens in a grey-coloured world where police are chasing bootleggers whose paint payload is spilled across the road.
A collection of some bold and prophetic predictions about brand publishing in 2014 from the staff of Contently.
4.) BS metrics will die. So far, brand publishers still have not figured out how to correctly measure the return they are getting from their content marketing efforts. There’s no proper methodology to help them with day-to-day optimization. In desperation, they fall back to vanity metrics like shares and likes, but these are completely useless when it comes to measuring the impact a company’s content marketing efforts have on its brand. Existing analytics products are designed for publishers that monetize by selling ads and are inappropriate for brand publishers. It’s the blind leading the blind. In 2014, we’ll see new methodologies, tools and processes being developed that will enable brand publishers to measure the return they’re getting from their content marketing efforts and how to optimize their efforts on a day to day basis.
This is such a beautiful example of engaging content done so well - an ebook about how brands can build newsrooms - cutting edge stuff. Love it Contently! Ceros is the platform its been designed on. Must have a play!