Brand Content Briefing: House of Netflix?
Welcome back to your essential weekly Briefing on what’s happening in brand content and why it matters.
Media layoffs may drive more journalists to brands
For many who are now figuring out what comes next, the week brought new perspectives from the corner of the content world staffed by former journalists now working for non-media organizations.
Research: Consumer attitudes to brand content are evolving rapidly
Consumers are open to (and more judicious about) brand content, finds new research.
‘Time to hustle’: Content marketing is under pressure to demonstrate ROI
A thirst for measurement and a shift toward more data-driven decision-making is driving content marketers to search for ROI.
LVMH launches brand entertainment division
The company launched 22 Montaigne, a new division that will explore content opportunities for its various brands
Amazon Rufus marries content, commerce and AI
Plus: Our new report on how brands are using AI for content generation
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.
As the death of the cookie looms, predictive audiences are the way forward for brand content
The death of the third-party cookie is finally upon us, and the marketing industry is asking: What do we do now?
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.
Why tech companies pitching publishers are building their own publications
Companies that sell technology to publishers are building their own publications powered by those tools.
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.
What marketing leaders expect from brand publishing in 2024
We asked top marketing and editorial leaders what they expect from brand publishing in the coming year.
Robinhood-owned Sherwood Media acquires data newsletter Chartr
Robinhood’s media subsidiary, Sherwood Media, acquired Chartr, a free U.K.-based newsletter.
The top brand publishing stories of 2023
The themes that resonated most with Toolkits readers in 2023.
It was do or die for brand publishers In 2023
Brand publishers found themselves at a critical fork in the road: commit to high-quality content or bow out entirely.
The Trade Desk’s publication The Current raises a registration wall
The Current is using the Trade Desk’s OpenPass technology to power its registration wall.
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.