Content marketing is becoming increasingly creative and has garnered some attention on the StopPress newsfeed lately, so we thought we would share a piece that came to our attention in a StopPress comment by The Goat Farm creative director Vaughn Davis, about a beautiful multimedia article for Christie’s auction house.
The holy grail of content marketing is to create a win-win-win: something that’s good for the consumers, good for the brand and good for the ambassadors/publishers. And Fonterra Brands, Annabel Langbein and Milk reckon they’ve done just that with a new content-led campaign/’inspiration platform’ called ‘We Are What We Eat’, which aims to provide Kiwis with the tools to cook more often and more simply—and, at the same time, promote the surprisingly large benefits of getting the family around the table.
The inaugural Ad:Tech New Zealand conference took place yesterday at the AUT Business School, with around 400 people in attendance. And while measurement is one of the digital realm’s major strengths, Todd Wheatland, global head of strategy at content marketing agency King Content, used his time on stage to prove the famous quote (that wasn’t actually uttered by Einstein) of ‘not everything that counts can be counted, and not everything that can be counted counts’.
Following on from ANZ’s move into publishing with BlueNotes, BNZ, RaboDirect and Westpac have now made their own forays into the content marketing landscape. But the approach that each bank has taken differs not only in terms of the content being covered but also in terms of who produces the material for publishing. We take a look at what each bank is doing in this space.
Brands have seen the opportunity to shake themselves free of the tyranny of paid media and embrace content marketing. But it pays to look before you leap, writes David MacGregor.
Green Cross Health, which owns the Unichem and Life Pharmacy brands and has a range of other medical interests, has announced the launch of Living Well, an owned media channel that is being produced and published in partnership with Tangible Media. The first issue of the quarterly publication will be released in September 2014 and distributed by name to 100,000 households in the defined target market, which will be drawn from Green Cross Health’s loyalty programme. An additional 50,000 units will then also be distributed via the pharmacy conglomerate’s network (phase two of the project will also see digital and social elements introduced). PLUS: What are the legal rules that govern content marketing of products that make therapeutic claims? Updated with answers from Brook Milbank, the head of marketing at Green Cross Health.
Content marketing is on the rise, but it’s not a shift that’s easy to make for all organisations. Here are three takeaways from the recent Content Marketing Conference that might help.
Sadly, a lot of the time content marketing is terrible. Marketers trying their damnedest to make something that will ‘go viral’ often miss the mark by a long shot. But when a brand gets it right, it’s awesome.
Content marketing specialist BrandWorld has just launched Field Trials, a new masthead that aims to showcase products targeted at farmers. This move marks a change in direction for BrandWorld, in the sense that this is the company’s first foray into the rural market. Although the previous four mastheads – Discover, The Extra Mile, Eating Well and Family Health Diary – do sometimes feature products that appeal to both the rural and urban markets, the new offering will focus exclusively on targeting farmers. And if the statistics from the Ministry of Primary Industries are anything to go by, this could prove to be a lucrative move.
As the sale of WhatsApp and many other tech companies shows, audiences are assets. And, as Lynda Brendish writes, it pays to develop them if you hope to succeed in the realm of content marketing.
