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CONTENTTALKS 

A FIFTH STORY BLOG

LATEST TRENDS IN BRANDED CONTENT CREATION, PROMOTION & MEASUREMENT

Fifth Story hosted an exclusive client event discussing the hot topic of content marketing. Although content marketing is an over-used buzzword, the event hit home the reality that the strategy has become the mainstay of marketing. As Seth Godin wisely said way back in 2008, “Content marketing is the only marketing left.”

Content marketing is all about storytelling, from concept, to execution, to measurement. Before committing to having a content marketing strategy, you need to ask yourself, what is your story?

The use of influencers in marketing and advertising continues to be a popular tactic to boost brand awareness, extend messaging and drive purchases.

How important is it for influencers to share that they are being compensated (financially, or with product) with their followers and audience?

Influencer marketing is a growing component of many brands’ content marketing strategy. Social media and blogging have granted us access to an influx of people wielding real influence over their followers’ opinions — and ultimately buying habits — across industries including tech, fashion, parenting, food and beyond.

Millennials have been characterized as the technologically obsessed, narcissistic and socially influenced generation. They’ve been pitted against baby boomers in terms of housing, spending habits and brand loyalty. As marketers, it’s time to stop simplifying this market by age alone — we are doing ourselves a disservice.

This year’s opening keynote at B-CON EXPO was mind blowing. The speaker was David Beebe, who up until recently was the VP of Global Creative and Content Marketing at Marriott International. As you may be aware, Marriott has been one of the leading global companies in branded content over the past few years. Their resources and commitment to support content marketing is an enviable one, and the company serves as a great case study that emulates what we are doing here on a smaller scale at Fifth Story.

Stepping beyond the four walls of your office is always an effective way to get the creative juices flowing. Industry conferences can be particularly beneficial - you can gain new insight, ideas, and perhaps even inspiration.

I recently attended the Toronto BCON Expo and found this represented in YouTube's session concerning their :06 video ad format, presented by Adam Green, Canada Creative Agency Lead.

Long story short, in the 90's I was a musician, successful band from Toronto, first indie record went gold and lead to signing ink with a major label and the chance to make a second record in Vancouver with a budget that was through the roof. The label rented us a house off of Commercial Drive for two months, hired a coveted US-based producer, and wined and dined us like despot kings for the duration of the project. Money flowed freely in those days, and paying the label back these huge sums was a no-brainer because people were buying records

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