Content

1,361 results found

Sort by

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.

What we know about native advertising

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about using native advertising.

How to use native advertising effectively

Article • Rebecca Lieb, WARC Best Practice, October 2017

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

How to plan an effective content marketing strategy

Article • Shafqat Islam, WARC Best Practice, November 2016

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

McDonald's: Official sponsor of losers

Case Study • Carl Bou Abdallah, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

E-sports catching marketers' attention

Article • Chris Warren, ANA Magazine, ANA Magazine, March 2019

Outlines the opportunities abound for brands looking to reach a captive and growing audience in e-sports.

The New York Times seeks to 'close the loop'

News • 12 March 2019

The New York Times is exploring multiple new ways of engaging with readers as part of its ongoing efforts to recruit and retain new subscribers, including joining the dots between its journalism and how that affects the wider world.

How The New York Times views news and ads in the digital age

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

The New York Times, the news provider, is seeking to balance advertising and other sources of revenue in building its brand and business alike.

How BuzzFeed is building a digital media brand for the future

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

BuzzFeed, the digital media company, has found new and smarter ways to drive revenue at a challenging time for the industry in which it operates.

Verizon looks beyond CTRs to 'redefine' native

News • 15 February 2019

With banner ad blindness at an all-time high, there is great potential for native ads to deliver a better experience for consumers and more effective results for advertisers – and Verizon is responding accordingly.

Barefoot Wines Creates Parody Music Group, the Slay Team—Barefoot with MWWPR

Case Study • SABRE Awards, Best in Identity Branding, In2, 2019

Barefoot Wine, a wine brand, promoted its spritzer products to millennials in the US by launching an original song and music video featuring celebrities.

Netflix: Prosocial – Changing the Conversation Around 13 Reasons Why

Case Study • SABRE Awards, Best in Brand Narratives, In2, 2019

Netflix, the media-services provider, overcame the negative perception of one of its shows by being proactive before the release of its second season to a global audience.

Cenex: Calling in the Experts: Answers for Tough Questions on the Farm

Case Study • SABRE Awards, Best Use of Blogs, In2, 2019

Cenex, a not-for-profit low emission vehicle research and consultancy organisation, used brand partnerships and curated Facebook posts to increase readership of its blog.

Teaching Chefs to Go Whole Hog for Prosciutto di Parma

Case Study • SABRE Awards, Corporate/B2b, In2, 2019

Consorzio del Prosciutto di Parma, a manufacturer, launched a site to educate US chefs on the qualities of Prosciutto di Parma (PDP).

The Suzanne Wright Foundation: The Patients Are Waiting – How HARPA Will Change Lives Now

Case Study • SABRE Awards, Government/Public Affairs/Lobbying, In2, 2019

The Suzanne Wright Foundation, a charity for patients with pancreatic cancer, created a documentary film to grab the attention of lawmakers and medical professionals in the US.

Discover Puerto Rico: From “S.O.S” to “Bienvenidos”: Puerto Rico Asks Media To #CoverTheProgress

Case Study • SABRE Awards, Crisis Management, In2, 2019

Discover Puerto Rico, the island's official tourism body, increased vacation package sales and improved perceptions of the island a year after Hurricane Maria by using travel influencers to highlight its progress.

Land O’Lakes: Challenging Perceptions to Change the Future of Food

Case Study • SABRE Awards, Best Media Partnership, In2, 2019

Land O'Lakes, an agribusiness and food company, launched a live activation and digital platform in partnership with National Geographic to promote its company as one that cares about the future of food.

Scotts Miracle-Gro: Creating an Unlikely Water Hero

Case Study • SABRE Awards, Best Use of Illustrations + Photography, In2, 2019

Scotts Miracle-Gro (SMG), a lawn and garden products corporation, partnered with NGOs and launched a visual social media campaign with National Geographic to solve the algae bloom water crisis in the US.

Verizon Media ‘reinvents’ native ads with a new approach to measurement

Article • Alex Brownsell, Event Reports, The Big Bang, February 2019

Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.

Content-driven marketing comes of age

Opinion • Alex Delamain, January 2019

The rise of content-driven marketing is continuing unabated, as more and more advertisers increase its importance in their budgets, observes The Economist and World Media Group’s Alex Delamain.

Content As a Differentiator: Personalized and relevant content can help B2B companies stand out

Article • Michael J. McDermott, ANA Magazine, B2B Marketer, January 2019

B2B marketers can use personalized and relevant content to stand out in a crowded market.

From Views to Value: A guide for developing a ‘value’ oriented framework for planning and evaluating branded content

Article • Richa Kumar Khetan, WPP Atticus Awards, Merit, 2018

A best practice model for branded content planning and evaluation helps focus on the wealth of insight that can be derived from publicly available metrics that are and simple to harness.

Arona

Case Study • Cristina Viguera, WARC Media Awards, Entrant, Effective Use of Tech, 2018

The municipality of Arona in south Tenerife used digital in-flight media to promote itself as a destination to tourists from all over Europe.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Marketers using wrong measures to judge content campaigns

News • 09 January 2019

Marketers appear to be confusing metrics when it comes to measuring the success of content campaigns, new research has concluded.

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.
Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
Measuring the effectiveness of media partnerships

Article • Steve Gladdis, Admap Magazine, June 2018, pp. 20-21

Shows how a methodology, measurement currency and benchmarks were created to discover the effectiveness of media partnerships.
Content Strategy Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
How to plan an effective content marketing strategy

Article • Shafqat Islam , WARC Best Practice, November 2016

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.
How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

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'.