US Warc subscribers looked to trends papers, content marketing analysis and consumer research, according to download data for 2014.
When ranking Warc papers published during the year in terms of subscriber views, the Toolkit 2014 came in first place. This report, published in January 2014, highlighted five key marketing challenges and offers the latest thinking, new research and real-life examples for ways to respond to these challenges. Warc published its 2015 Toolkit this month.
Another major Warc trends paper also attracted interest in the US, with Seriously Social - How social strategy can drive business results the nation's second most-downloaded paper. This report included analysis of various recent campaigns that used social, finding that it is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.
Content marketing was also a major area of interest, with Content marketing 101: Strategy, design, delivery the third most-viewed paper in the US. This paper, produced by NewsCred, a content specialist, assesses the value of content marketing and how marketers can develop this technique, covering strategy, design and delivery.
In fourth place was another trends paper, this time from Mindshare, the media agency. Six trends to look out for in 2014 named various media trends for the year, including the rise of the sharing ephemeral, government adapting to technology and "the internet of weird things".
The sharing economy was also mentioned by the fifth most-viewed paper in the US in 2014. The new consumer and the sharing economy, produced by Havas Worldwide, the creative agency network, covered changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands.
For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.
Data sourced from Warc