Our corporate blog

WSJ Wonders: Does Sponsored Content Work for Advertisers?

WSJ Wonders: Does Sponsored Content Work for Advertisers?

Sponsored content. Native advertising. Content marketing. Call it what you want, but brands are recognizing that there is a new digital advertising medium that they need to be exploring. Last month, The Wall Street Journal dug in to find out if the hottest trend in digital advertising was driving real value for brands and their findings were mixed. On one hand, there has clearly been a strong trend of increased spend on sponsored content and native advertising models. Brands are enthusiastic about the higher engagement times that successful content campaigns have seen, and are willing to try their luck with […]

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Roundup: Top Content Marketing Events for 2014

It seems like everybody is talking about content marketing. Whether you are developing a strategy for spreading your brands message on owned channels like blogs and social media, discussing the ROI of content programs or devouring resources focused on the ins-and-outs of native advertising, there is no shortage of information and expertise floating around the web. And while digital resources are a great place to start building a backbone, there is still no substitute for in-person interactions and discussions. Conferences all over the country are a hotbed for conversations between some of the biggest brands and brightest minds in marketing. […]

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Content Marketing Buzzwords: What They Really Mean

Content Marketing Buzzwords: What They Really Mean

Content marketing is a hot topic. As we’ve discussed before on the News360 blog, this genre of marketing is so new that there is a debate over exactly what it entails. At the most basic level, experts and brands both agree that content marketing is branded content that takes the form as the organic content around it. But the category is in a state of constant evolution, and the list of buzzwords and jargon associated with it keep growing. Fortunately, the folks at NewsCred have put together a Content Marketing Dictionary, a comprehensive guide to keep up with the latest […]

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Sponsoring Social: Comparing LinkedIn, Twitter and Facebook’s Promotion Options

Sponsoring Social: Comparing LinkedIn, Twitter and Facebook’s Promotion Options

They are the giants of the tech world, social networks that dominate web traffic and eyeballs all over the world. But though they started humbly as free destinations for users to gather and connect, time and the almighty dollar has transformed them into real businesses. As Twitter, Facebook and LinkedIn have matured, they have started to realize the value that brands are deriving on their platforms. To capitalize on this value and turn their web destinations into full blown businesses, all of these tech titans have rolled out promotion products that brands can use to expand their audience and deliver […]

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Weekly Roundup: A Content Marketing Cheat Sheet and More From SAP’s Michael Brenner

Spring is here and that can only mean one thing: things are heating up in the world of content marketing. On the News360 blog this week we shared an image that should be in every digital marketer’s toolkit. The Periodic Table of Content Marketing is an awesome infographic that is a one-stop shop for tips on developing content strategy, formating and optimizing content, platforms, sharing triggers and goals. Definitely a page to keep bookmarked! We also picked up our conversation with Michael Brenner, VP of global marketing for SAP, who shared his experience turning SAP into a leader of branded […]

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Content Marketing Interview: Part Two With SAP VP of Global Marketing

Content Marketing Interview: Part Two With SAP VP of Global Marketing

Last week we spoke with Michael Brenner, VP of Global Marketing at SAP, about the increasing use of content marketing by brands. Michael highlighted brands that are successfully using content in their marketing efforts, including Cisco and HubSpot, as well as how SAP has leveraged content in its marketing efforts. In part two we’ll dive deeper into the ways SAP uses content marketing to connect with potential partners, and learn how Michael envisions content marketing evolving in the years to come.

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Content Marketing in A Single Image

Content Marketing in A Single Image

Chris Lake at Econsultancy has created this great image outlining the definitive guide to content marketing. Called The Periodic Table of Content Marketing, the infographic covers everything your team needs to know for developing a solid content strategy, including format, platform, sharing triggers, and goals.

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Weekly Roundup: Michael Brenner Knows Content, Brands and Publishers Unite, and Social vs Aggregators

This was a full week for the News360 blog. First, we dove into research from the Pew Journalism Project that showed content shared on social media is unlikely to turn readers into devoted followers of a publication. The research confirmed what we’ve known all along: that socially shared content can generate a quick hit, but won’t help publishers develop a consistent following.

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Content Marketing Interview: SAP VP of Global Marketing Michael Brenner

Content Marketing Interview: SAP VP of Global Marketing Michael Brenner

The rise in content marketing efforts by brands has been dramatic. CMOs and marketing leaders have recognized that strategies beyond traditional advertising and media are critical to building customer awareness, and are utilizing content programs as a new way to reach potential customers. It’s not just consumer brands that have been bit by the content bug. Enterprise organizations have created resources and web properties to engage their customers with more than just traditional sales-focused rhetoric.

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Brands and News Publishers Are A Natural Fit

Brands and News Publishers Are A Natural Fit

The Guardian published a compelling new entry into the discussion around the evolving relationship between sponsored content and high-end news publishers today. Is the entry of highly-respected newspapers like the Times, the Washington Post, as well as the Guardian itself ultimately a good or bad thing for publishers and brands, the author asks.

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