Although native advertising is not a new field, it is rapidly growing and evolving. 2015 proved to be a watershed year for this emerging discipline and the following are some prime examples of the increasing quality of work brands are achieving, and our votes for the best native advertising of 2015.
Producing your own branded content has become an increasingly important method of reaching your customer base and providing value. Now many brands are following the leads of early pioneers like Redbull and are transforming themselves into dedicated content creators. Here are some powerful examples, and our choices for the best branded content from 2015.
Another success in their series of wins with native advertising, Netflix just launched a native campaign with WSJ to promote their new series Narcos, the activation features multiple articles and formats of content like a maps, graphs and a quiz to help illustrate the story behind the series.
If you didn’t make it to Content Marketing World this year, there were a lot of worthwhile moments to take note of like the key challenges faced by content marketers, how employees are using content on behalf of their brand and what brands need to do to take the quality of their content to the next level.
Coca-Cola re-aired a famous TV commercial of theirs from the 1980’s during this year’s Nascar coverage, providing content marketers with a leading example on how to best develop content with staying power that’s relevant regardless of the time frame.
In our monthly Four Questions series, we ask industry leaders their opinion on what it takes to drive long-lasting results with content marketing. For our latest interview, we asked Dorie Clark, branding expert, author of Stand Out and former New Hampshire Communications Director for Howard Dean during his run for president, her thoughts on how candidates today in the current presidential election are using content to best reach the electorate and engage them effectively.
Most people don’t realize that the system that rates restaurants as fancy or super fancy with a Michelin Star, is actually run by Michelin, the tire company, and that’s because their content marketing is purely value driven, not promotional.
I asked Brian Fanzo, Partner and Chief Digital Strategist at Broadsuite, @iSocialFanz on Twitter and live streaming advocate, to discuss how brands can build relationships with live streaming apps like Meerkat, Periscope, Facebook Live Video and others.
Certain topics and messaging can be boring or too heavy if presented in the wrong light, so Chipotle created an original game, along the lines of their first game, as part of a larger content push to drive more attention to the restaurant chain’s use of natural ingredients as compared to their competitors’ food recipes.