Digital marketing: welcome to the era of the media brand

Digital marketing: welcome to the era of the media brand

Previously, we discussed content shock and its implications. In order to emerge through content, the brand must become a media outlet: its own medium. In other words, the brand becomes a media brand. This is how it can be characterized.

Red Bull: the ultimate media brand

Red Bull: the ultimate media brand

The digital world precipitated advertisers in the media brand era. If there is a brand that has quickly understood the issues and mastered the codes, that brand is Red Bull.

What does engagement rate (really) mean?

What does engagement rate (really) mean?

Statistical analysis is key to a successful social media strategy. Among the various indicators that can be monitored, one seems inescapable: engagement rate.

What is the actual goal of Content Marketing?

What is the actual goal of Content Marketing?

“Content Marketing”, “branded content”, or even “branding program”: there are many terms that refer to this fundamental marketing trend that aims at making brands communicate in the same style as media companies. That is, communicating by imagining, producing, and publishing content that is informative, educational, or entertaining instead of through repetitive advertising messages. What is […]

Why is branded content so expensive?

Why is branded content so expensive?

Used both online and offline, branded content plays a growing role in brands’ communication strategies. However, branded content remains a communication medium that requires companies to make a long-term investment. Above all, content marketing is a much more global process than it seems. Why is branded content so expensive? Here are some explanations.

What about content shock?

What about content shock?

Since January a man has been making some noise in the world of content marketing: Mark Schaeffer and his “content shock” theory. What is content shock, how did we get there, and what are its implications for brands? We offer an overview.

Is Facebook still a relevant tool to your brand?

Is Facebook still a relevant tool to your brand?

Crowd manipulation, harassment, depression: not a single day goes by without Mark Zuckerberg’s site being denounced. Even President Obama thinks that Facebook isn’t cool anymore. There are so many signals that could alert brands to the social network’s relevance to their digital strategy. However, Facebook presents several more, not insignificant advantages in this matter. Here […]

What if your brand published a digital magazine?

What if your brand published a digital magazine?

The advent of content marketing transformed the communication industry, increasingly blurring the edges between promotional marketing and the distribution of informational, educational, or entertainment content. Rather than being restricted to the publication of advertisements on existing spaces, brands can edit their own spaces and become media brands. The publication of a digital magazine is a […]

Content Marketing: what about a quiz as an engagement tool?

Content Marketing: what about a quiz as an engagement tool?

Some formats are content marketing essentials: articles, white papers, infographics. There are also more interactive formats, such as slideshows and quizzes. The latter provide a clear benefit for brands: they promote user engagement. We explain below.

Twitter: what’s in it for your brand?

Twitter: what’s in it for your brand?

Twitter is not only one of the major social media sites, it is also a phenomenon of our society that has become part of our daily lives. If the business model of the company fails to convince you, notably since its IPO in November 2013, the platform is becoming a pillar of the web in general and […]