My dive into asset management continues with this story for Avid’s blog:
It’s worth a try. This unbylined post was for Philips. I used to do a lot of consumer health writing and I still enjoy it.
New series of videos combine sexy urban types with more product information, aiming to reach people who are just starting to consider Cadillac. The videos are by Zacaroli LLC, a new New York shop founded to do longer-form brand work.
This blog post for Bing highlights the search provider’s research into people’s spending, shopping and searching habits during the back-to-school season, which is worth $74.9 billion to retailers.
You could think of TotallyHer.com as one giant, in-house version of Outbrain. The newly launched site pulls the top content from a network of owned and partner sites, then mixes in native ad content. Other sites in the network act as farm teams for TotallyHer, which is what gets promoted by site owner Evolve Media. Hmmmm.
Subway hasn’t connected the dots between its two web series and in-store sales, but it does an excellent job of creating an ecosystem of content assets for each one while forging complex ad/distribution deals. Read all about it in Summer with Cimorelli: Inside Subway’s Hit Web Series.
What is it? The lines can be blurry, but I’d define brand journalism — as opposed to brand content — as work that has a raison d’etre beyond plugging a company. While all good branded content provides valuable information or insights to the reader, I think what separates brand journalism is that you might not even realize that it was produced by a company, because it adheres to the same standards and follows the same form as regular ol’ journalism.
Some recent examples of my work in this area:
See all my SAP blog posts here.
The emphasis on brand content and content marketing is great for us writers, and I’m heartened by how many companies are talking about the importance of quality in that content. But I have to wonder: How do companies know that their brand content is producing results for them?
In the first part of a two-part series, I looked at how — or whether — companies are measuring the effects of branded content, and whether things like page views or engagement are valid ways to asses them.