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Broadly speaking, native advertising is said to be any advertising that matches its environment. On a social network, this often comes in the form of a brand-promoted post appearing alongside organic posts from users that person follows. On a publisher’s site where the norm is written content, videos, infographics or other multimedia, native advertising takes ...
Marketers in the Asia-Pacific region are the only ones in the world to rank content marketing as their number one priority for 2017, a new study has found. A global report by NewBase (formerly known as Publicitas), revealed that nearly 60 per cent of APAC marketers and agency bosses believed content marketing to be a main priority for …
In 2017, most of us are now familiar with the concept of ‘content marketing’ and its associated benefits. Creating, publishing and distributing engaging content for a specific audience, if done correctly, can undoubtedly boost the fortunes of a business in numerous ways: improved visibility in search engines and the wider marketplace; higher domain authority for your site; more referral and social traffic; increased conversion rates; and deeper relationships with customers over time are among the benefits most frequently mentioned.
Content is the last C word of marketing and digital media - often misused, never defined and frequently offensive to the ears. But content is not “stuff we’re going to upload to the thing”. As marketers we should think of content not as a fashion but as a strategic business asset, a product to offer to customers and stakeholders, in fact. Content can play a vital role in driving awareness, traffic, sales, and reputation throughout the customer journey to create a comprehensive experience. And yet this is how it is routinely seen: left to the final stages of projects, developed in isolation, or created to fit within stringent containers for the sole purpose of filling (or ticking) a box. And that’s if you ignore content briefed in “to go virals on the social”.
At the SXSW 2014 conference, we sat down with brilliant online video creator and BuzzFeed executive vice president Ze Frank for a conversation about online v...
