Get a demo Do I subscribe? News sign-up


While 'content' can be defined in many ways, it generally refers to editorial-style audio, video, text and imagery, commissioned by a brand and designed to win attention. This might include short-form social video, long-form video, native advertising, brand-funded TV shows or content-based activations of sponsorship deals. Content is increasingly important in online strategy, particularly with the rise of social video. To be effective, content should be of value to its target audience audience - helpful, entertaining or informative.

Key Reading

Important papers from across the Warc database

This report offers guidance on creating an effective branded content strategy, including an in-depth example from Yahoo. It includes tips on developing original content, managing freelancers and measuring effectiveness.
A guide to planning, creating, distributing and optimising content to drive awareness, lead generation and value growth.
The importance of using creativity, community and integration for native advertising and sponsored content.
How to make your content stand out from the crowd, with examples from Starbucks, Google and Lego.
An example of a brand using content to increase value, with activities ranging from sports to music.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Case Study

This case study describes how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

Case Study

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.
View all case studies on this topic


This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.


This article covers how Johnson and Johnson is using video content in India to target specific audiences with household and baby products.


This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.


This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.


This article provides marketers with information and guidance about using native advertising.


This article explores how beating ad blockers is only part of the solution, and the advertising industry has a duty to do native advertising well, in order to avoid turning off consumers.


This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.
View all articles on this topic
  1. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  2. Article

    This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

  3. Article

    This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

  4. Article

    This article provides advice from VICE Media, the digital and media publisher, on how brands can create content that engages millennials across digital, social media and television.

  5. Article

    This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

  6. Article

    This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

View everything on this topic

Want to find out more? Contact us