Recommendations and guides about how marketers can use content attracted attention in 2014, according to analysis of the most-read articles on content marketing that Warc subscribers viewed during the year.
The most-downloaded article on the topic was Content marketing 101: Strategy, design, delivery, a paper from NewsCred which also discussed best practices for content distribution.
For more details about the most-read papers on Warc in 2014, visit our Most Read page.
The next three most-viewed papers were also content marketing guides. Toolkit 2014: Content - Cutting through the clutter examined how brands can stand out in an increasingly crowded content space, and discussed platform strategy, noting a divide in video content marketing distribution between short- and long-form.
Meanwhile, The ultimate guide to branded content offered a framework for creating an effective branded content strategy, including developing original content, managing freelancers and measuring success.
This paper also argued that metrics should sync up with bottom-line results, and may include things like awareness, impressions, search rankings and sales leads.
In fourth was The ultimate guide to content distribution, which covered issues such as successfully integrating paid, owned and earned media in a content strategy.
Rounding out the top five was an opinion piece from the Association of National Advertisers' Chuck Kapelke. Ditch the pitch: Out with in-your-face advertising, in with branded content included practical examples of content strategies from brand owners such as General Mills, the food group, and General Electric, the conglomerate.
Data sourced from Warc