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.
“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 […]
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.
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 […]
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 […]
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 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 […]