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Key reading

Yahoo promoted content

The ultimate guide to branded content

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.

How to create effective content

A series of papers on how marketers can create and implement an effective content strategy.

How content marketing works

The importance of using creativity, community and integration for native advertising and sponsored content.
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10 new rules for content marketing

How to make your content stand out from the crowd, with examples from Starbucks, Google and Lego.

Content and native advertising: Pros and cons

Among the content issues discussed in this paper are the need for transparency, quality and a great team.

Latest case studies

Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Molson Coors: Convenience stores made more convenient

This case study reveals how Molson Coors, a beer brand, helped convenience retailers in the UK improve their store environments to drive sales of beer and cider.

TRW Automotive Aftermarket: Real, eccentric, fanatic mechanics

This case study explores how TRW, a motor vehicle parts and accessories brand, launched a worldwide campaign to showcase its expertise and originality.

Cineplex: Lily & the Snowman

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Latest articles

BBC Global News: The Science of Engagement

This case study explains how BBC Global News, an advertiser-funded news organisation that operates in all countries except the UK, used emotion-testing technology to measure the effectiveness of its content-led marketing.

What The Washington Post learned from five experiments in digital content delivery

This event report outlines the lessons learned by The Washington Post, the news title, following a range of innovative digital experiments involving tools like chatbots and Amazon Echo.

Adstats: Native advertising

This article predicts that native advertising will be a $36bn market by 2021, compared to the $30bn that will likely be spent in 2016.

Fairfax Media on brand-building with content marketing in Australia

This article outlines for Fairfax Media, a media publisher in Australia, with growing its revenue with content marketing and native advertising solutions for brands.

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