(posts_in_the_category): Content

« Back to all posts

How to Be Bullish on Content Marketing

By Lori Greene on 09/26/2014
Red Bull Content marketing
 
Energy drink maker Red Bull is the poster child for content marketing success – it envisions, ideates, creates, sponsors, partners and sells content in all its glorious forms. Inspire through content is its mission, and fascinate & inspire is the goal. Perhaps their most audacious move to realize that vision was the Red Bull Stratos where Felix Baumgartner broke the world record for the highest freefall jump from space. That 2012 mission to the edge of space broke the speed of sound and was part of the brand’s efforts to transcend human limits. Talk about inspirational.
 
 
"We were not the sponsors; we were the creators, producers, and distributors. We owned that project,” Werner Brell, Managing Director Red Bull Media House, told a rapt audience at the Online Publishers Association Content All Stars event last week.
Read more >

Nike - For the Love of Football (Soccer)

By Lori Greene on 07/03/2014

The very best branded entertainment videos tell a wonderful story, are timed to gain maximum impact in the cultural zeitgeist, and reveal the brand subtly.  That’s why everyone is now talking about Nike. The company’s Chief Marketing Officer Davide Grosso, had this to say about the project.  “The idea behind ‘The Last Game’ is to show the world that Nike, like any true lover of football, believes that the game should be brilliant, daring, and bold.  Having the confidence to take risks is absolutely vital in football.  

Read more >

UPS Brings Shared Value to the World

By Kevin Fitzpatrick on 06/12/2014
fortune june cover
 
UPS embraces the “Shared Value” wave that companies have begun to adopt. In the wake of the 2007 financial crisis, many financial institutions were criticized for “privatizing the profits while socializing the losses.” Rather than viewing business as a “zero-sum” competition, companies should look to create jobs, investments and the philanthropic support that enable communities they serve to thrive.
 
UPS has been doing this for years, mainly because it is a part of their company culture, but also not something they often socialize. UPS employees on average donate more than 1.2 million volunteer hours each year, and their philanthropic contributions make them one of the largest corporate donors in the U.S. Any company can donate a check or volunteer hours, but UPS believes that companies can make a bigger difference when they share their intellectual properties and company assets with charitable organizations to make a difference. 
Read more >

5 Steps to Branded Entertainment Success

By Lori Greene on 06/05/2014
content marketing
 
93% of marketers are using content marketing, 78% of CMO's think content marketing is the future, and 58% of marketers plan to increase their spend on content marketing this year. Perhaps the most talked-about tool in the content marketing arsenal is branded entertainment, which is a vehicle that's funded by and complementary to a brand's strategy.  Its purpose is to communicate a company's image to its target audience in an original way and create positive links between the brand and the branded entertainment piece.   So, who is doing it right and what are their secrets?  Here are five things to keep in mind:  
 
1. Create a content strategy that’s aspirational, inspirational, clear, broad, and memorable and make certain that it ties well to the company mission.
2. Ensure that the content you create will help achieve your brand goals.
3. Tell a compelling story that touches on your brand attributes.
4. Make an emotional connection.
5. Save the hard sell for your ads
Read more >

Lori Greene Explains Why Brands Embrace & Push Back on Content Marketing

By Andy Plesser of Beet TV on 04/16/2014

 

While much has been said about some recent high profile content marketing campaigns, many brands are taking a cautious approach, explains Lori Greene, Director of Content at Maxus, a media agency unit of GroupM Worldwide/WPP.

In this on stage session with moderator Paul Kontonis, Greene explains best practices around content marketing from its conception to implementation. (Originally posted on Beet TV)

Read more >

Nowhere to Go But Up

By Lori Greene on 03/19/2014

Upworthy shares their secrets to success at Social Media Week

If you’ve been active on Facebook in the two last years, chances are that you’ve seen an Upworthy video and probably shared it. I admit to passing them along from time to time and even posting some on my personal blog.  So how did Upworthy, coming from nowhere, become the “it” place for video content that matters?

Read more >
 

Subscribe to rss

Tags

Categories

Search




Archive