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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

A guide to building lead generation and business value by planning, creating, distributing and optimising valuable content.
A guide to creating a successful native content strategy.
The importance of using creativity, community and integration for native advertising and sponsored content.
Guidance on creating an effective branded content strategy, including an in-depth example from Yahoo.

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