How Sherwood Media is monetizing its email newsletters
Robinhood-owned Sherwood Media’s global head of revenue, James Denis, joined Toolkits’ latest forum
A brand-publisher acquisition spree?
SaaS company Semrush is buying Search Engine Land, along with a host of other sibling publications owned by Third Door Media, the parent company of the longstanding media brand dedicated to news about search marketing.
Why brands should monetize their content through advertising
LiveIntent Chief of Staff Adam Berkowitz says advertising is more than a revenue opportunity: It’s a data play.
Who’s the new sucker?: As Hollywood comes for brands, new models emerge
As brand-funded entertainment continues to pick up steam, marketers are trying to sort out what type of arrangement works best for them when it comes to producing, launching and distributing entertainment content.
‘They have so much to say’: Why healthcare marketers should bet on brand entertainment
As the branded entertainment movement continues to gain steam, a small set of loud voices is trying to push healthcare marketing dollars to entertainment.
E.l.f. Cosmetics is launching an album
The beauty brand popular on social platforms, particularly TikTok, is diving into the entertainment space with “Get Ready With Music, The Album.”
Sotheby’s relaunches magazine with blue-chip advertisers on board
The new Sotheby’s Media will expand beyond auction house content to roundly cover culture as a whole.
Chick-Fil-A lays entertainment plans
The fast food brand is working with production companies to create original content.
Brands are adjusting content strategies for AI-powered search engines
It’s another sign of how the content marketing industry is updating traditional SEO strategies in response to the advent of artificial intelligence.
Northwell launches Northwell Studios
The new entity has a deal with production company CreativeChaos vmg, and has five new productions already underway.
How brands are experimenting with AI for content generation
Adoption of artificial intelligence for brand content has been slower than some expected, but marketers remain bullish on its potential.
What’s next for brand content: Five themes that will shape 2024
Publishing will play an increasingly central role in many companies’ marketing strategies over the next 12 months.
How brands are generating revenue directly from their content initiatives
Brands are increasingly attempting to monetize the content they produce and publish, turning what was previously a marketing activity into a source of revenue in its own right.
Brand Publishing Briefing: Q2 2023
This report explores the trends that will shape brand publishing in the second quarter, and runs down the events that defined Q1.
Consumers say they are open to paying for brand content
86% of consumers say they would consider paying for content produced by brands.
The types of brand content consumers are likeliest to engage with
When it comes to the types of brand-funded content U.S. consumers recall engage with most, TV shows, films and video top the list, followed closely by social media content and recipes.
Brand content is trusted more when created by professional journalists
43% of consumers trust brand content more when it’s created by professional journalists, according to new research.
Research: Consumers know brand content when they see it
43% of digital content consumers say they find it “easy” to tell when content is brand-funded, new research finds.
Practical and new: The brand content that consumers find most engaging
Consumers are most receptive to content from brands when it’s useful or when it tells them something they don’t know.
Research: Low-value content erodes consumers’ trust in brands
71% of consumers say engaging and interesting content makes them trust brands more, but the same portion say poor-quality content makes them trust brands less.
One-third of consumers trust content published by brands more than traditional media organizations
Declining trust in media may have opened up opportunities for brands’ content offerings, according to new research conducted by Toolkits and National Research Group.
Structuring content teams
Evaluating and implementing organizational structures for editorial teams.
Editing and reviewing
Structuring an effective editing process and providing feedback to writers.
Writing and reporting
Writing in an interesting, accessible and responsible way.
Creating compelling content
Creating, presenting and packaging engaging, useful and valuable content.
Editorial processes and pitching
Instituting editorial processes and pitching systems
Hiring writers and editors
Interviewing, evaluating and hiring great writers, content creators and editorial talent.
Brand publishing strategy
Formulating and documenting an effective brand publishing strategy.
Introduction to brand publishing
Companies are increasingly creating and publishing content in an effort to forge direct relationships with audiences.
Events content
Programming events with engaging formats and valuable speakers and sessions.
Podcast content
Creating a podcast strategy and employing effective show formats.
Northwell launches Northwell Studios
The new entity has a deal with production company CreativeChaos vmg, and has five new productions already underway.
Brands pivot content marketing for the AI age
Marketers say AI may force them to actually build an editorial-first content operation.
Brands tap creators to solve distribution challenges
Marketers are increasingly looking to creators as a way to supercharge audience growth.
Omnicom enters the AI content fray
Agencies are scrambling to launch AI solutions to help in both sides of the marketing equation – the media buying and the creation processes.
How companies are using magazines to build brands
Legacy media brand Field & Stream will be the building block for a larger lifestyle brand that will be rooted in the sporting journal’s core expertise.
Brand publishers to Apple: Let us in
Brand publishers see Apple News as a distribution opportunity, but are finding it’s hard to get on the platform.
Why content and marketing must get divorced
Companies investing in content typically house those initiatives within their marketing departments. That’s a mistake, argues Jennifer Leigh Parker.
Marketers look to branded documentaries to engage audiences
Documentaries are seen as a powerful way to dive deep into brands’ missions and values.