Content Marketing

Information and insights on native advertising and branded content

Content Marketing

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses content marketing for a professional audience, including the relative merits of different social platforms. Professional content consumption is changing as more people consumer more work-related content in their own time, and the focus shifts towards knowing first.

Daniela Hofmann and Gordon Euchler, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Deutsche Telekom, the German telecommunications company, used a content driven storytelling campaign to promote its mobile internet products. The participatory campaign invited people to submit images and videos towards making a 'road movie' called 'Move On'.

Laura Woods, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Toyota, the car manufacturer, created a series of radio sessions released on Pandora, the internet radio service, to drive brand awareness and purchase intention amongst 18-49 year olds in the US. The six part series highlighted the work of emerging artists, providing music, exclusive behind-the-scenes content, and live events footage.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Xerox is using content marketing to raise awareness of its repositioning as a solutions provider. To do so, it faced the challenge of overcoming deeply-entrenched associations between its brand and the paper-copier business.

Tim Gibbon, Admap, April 2014
This article discusses the challenges business to business (B2B) marketers face in content marketing. Some B2B marketers are stuck with unimaginative strategies, and content can be a key development to support other activities.

Warc Data, April 2014
This month's Adstats discusses statistics around native advertising, defined as a paid ad model in which content is placed in the context of the user's online experience. 62% of online publishers have worked on native campaigns, as have 41% of brands and 34% of agencies. In choosing native ads, brands and agencies wish to provide a more relevant message, increase engagement and generate awareness.

Owen Sagness, Admap, April 2014
This article discusses the future of native advertising, arguing that it is likely to be a core feature in branded mobile apps. On the surface, native advertising can seem to be much like traditional newspaper advertorials, however, the key difference is that native ads are useful to consumers in the context of what they are already doing.

Jeremy Katz and Andy Jones, Admap, April 2014
This article discusses the need to humanise business to business (B2B) brands, in light of research which suggests many decision makers choose suppliers based on personal value. The impact of emotion on supplier choice is exacerbated by purchasing structure changes which mean C-suite executives are increasingly making decisions about technology purchases that they know little about.

David Tiltman and Tom Jefferies, Market Leader, Quarter 2, 2014
This article discusses the increasingly competitive context in which content marketing must work and identifies some important trends in this area. Marketers' content must now compete with growing amounts of user generated content leading to a number of key themes including native advertising, real-time content delivery and the polarisation of content, particularly in video.



Branded Content

Warc's pick of the most effective case studies


Branded Entertainment

A focus on brand-funded editorial content


Brand journalism

A new way of storytelling for advertisers


Real-time Response

How brands are reacting instantly to news events


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