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CONTENTTALKS 

A FIFTH STORY BLOG

LATEST TRENDS IN BRANDED CONTENT CREATION, PROMOTION & MEASUREMENT

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

As you will have heard by now, over the next several months Alphabet will be rolling out their long-awaited YouTube TV. The service will provide access to over 40 premium cable networks for a monthly fee of $35. Don’t get too excited, my Canadian friends, this service will only be available in select US cities. I suppose time will tell whether this service will make its way north of the border. And by “time,” I really mean the CRTC.

Once I entered the video production and content marketing industry, I found myself analyzing every advertisement, commercial, video or piece of visual content that I came across. And when I found something that either made me want to cry, think twice about something, or laugh out loud (not just laugh in my head, but actually LOL), it was something to take note of and use as inspiration.

Whatever you think of his politics, President Donald Trump has been great for comedy. Saturday Night Live is having a revival of popularity as its hard-hitting satire and perfectly casted actors -- like Melissa McCarthy’s hilarious portrayal of White House spokesman Sean Spicer and Alec Baldwin as Trump -- speaks to the country’s latest concerns about the various chaos and insanity emerging from Trump’s administration.

The pundits say that content marketing is not rocket science and that it is simply about telling a story and creating an emotional connection. Fair enough. But I would like to suggest that it really does have some commonality with rocket science. Let me explain.

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