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.
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.
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.
Marketers look to branded documentaries to engage audiences
Documentaries are seen as a powerful way to dive deep into brands’ missions and values.
Sherwood sharpens its pitch to advertisers
The Robinhood-owned media brand is touting the results of a study it commissioned on the effectiveness of newsletter advertising, as well as two new podcasts.
Branded entertainment is back
Starbucks launched Studios in partnership with Oscar-winning producer Michael Sugar, and companies like LVMH and Marriott are investing in series and films.
Where is the brand-OpenAI deal?
Marketers, in stark contrast to publishers, are desperate to have their work surfaced by ChatGPT or Google AI Overviews.
Why marketers are paying to promote their publications on LinkedIn
As the paid era emerges, many brand publishers are turning to LinkedIn as a platform of choice for social distribution and brand awareness.
Early brand winners and losers of Google’s AI Overviews
Behind closed doors, marketing and content professionals are still trying to parse exactly what impact these new AI-infused search results will have on their publishing operations – and how much they should care.
‘We’re in our paid era’: Marketers will have to pay for content distribution
As organic traffic from platforms dwindles, marketers are facing the reality they’ll need to pay up for distribution if they expect their content to reach audiences.
Marketers find a new use for generative AI: Sales material
Marketing leaders at Amazon and KPMG are using AI to create material for their sales teams to pitch and communicate with prospects and customers.