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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 content marketing works

The importance of using creativity, community and integration for native advertising and sponsored content.
Not a subscriber? Download this sample

10 new rules for content marketing

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

Red Bull Media House transforms content marketing

An example of a brand using content to increase value, with activities ranging from sports to music.

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

Airbnb: Never A Stranger

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Domino's Pizza UK: The Journey to Greatness

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Knorr: #LoveAtFirstTaste

This case study describes how Unilever's packaged food brand Knorr changed its relationship with, and relevance to, Millennials with an online tool that identified the user's "flavour personality".

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.

BBC Global News: The science of engagement

This paper describes how BBC Global News Ltd used an innovative research methodology to measure emotional engagement to content-led marketing and how the research has impacted on the industry and BBC Global News Ltd's content marketing offering.

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.

Westpac targets Australia's millennials with content marketing

The article outlines how Westpac, Australia’s oldest bank, is targeting millennial customers with content marketing.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com