“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.
Social media, by definition, are not sales channels. They are rather spaces where brands and consumers can engage each other in a conversation that may eventually result in sales. Despite it all, there are three different ways of generating sales through social media. Here is an overview.
Even though Content Marketing is more in vogue every day, this approach to marketing is still criticized because the return on investment is considered limited or, at the least, difficult to measure. This is where tools such as Google Analytics can be used to measure the ROI of branded content campaigns. Here is an overview.
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 […]
These days, as soon as we need to publish marketing content, social media sit firmly at the top of the list of choices. A newsletter is undoubtedly no longer the fashionable choice, but it remains a pillar of digital communication and provides numerous benefits for content marketing. Here is why.
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.