One of the biggest challenges brands face is creating content that actually matters to their audience. This is particularly true for technology companies. For them, successful content takes topics that might be challenging for the reader and makes it compelling. It is important that content is targeted, purposeful and accessible for the audience. It…
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In 2012 branded content grew beyond well-produced video and into full-scale publishing businesses. Coca-Cola’s ‘Journey’ was launched, Jay-Z’s ‘Life+Times’ came into its own and Facebook Stories all took dynamic and compelling content and packaged it in a way that both entertained and engaged the audience but also defined brands. No doubt this an exciting…
Macdonald’s Canada has produced a video explaining exactly how Chicken McNuggets are made. As a piece of entertainment it is simple, informative and to the point. It is pretty well a “Mr Rogers Visits the Crayon Factory” with less excitement. As a piece of content, it is a great way for Macdonald’s Canada to…
Content marketing that targets consumers might capture the largest audiences but content for B2B businesses is where it will get the biggest returns. The entertainment value of content in the B2C market is critical for raising awareness and influencing consumers to try, buy or experience the brand. For B2B, it is the depth of…
The challenge for driving adoption new technologies is simplifying the message. From eCommerce to undersea cables, the challenge for tech companies is explaining the benefits of what they do in 26 words or less. While the idea of mobile money has been around for more than five years, there still questions around its place in the…
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