Right Brain, Left Brain Blog

43 posts categorized "Branded content"

31 March 2014

The four essential elements of addictive content marketing

Say venn

“Everybody judges, all the time. Now, you got a problem with that, you're living wrong.” – Rust, True Detective

If you're like me, you were enthralled by the first season of HBO's True Detective. And because of the way the show is structured, there was a definitive end to the story for the characters portrayed by Matthew McConaughey and Woody Harrelson.

Online content marketing is more like this kind of finite serial drama than you might think. You need prospects with problems and desires to keep coming back until the conclusion, which is doing business with you.

Continue reading "The four essential elements of addictive content marketing" »

24 March 2014

The art and science of great branded content

Say venn

“To build important companies, the best people live in the future and then fix its problems.” - Paul Graham, founder of Y Combinator.

Content marketing, branded content, native advertising...whatever you choose to call it, it has become one of the fastest growing parts of the advertising ecosystem. When created with a little art and sophistication it can surprise and delight readers, transcending traditional advertorials and becoming authentic, engaging editorial. Across the media industry, old-school publishers and digital natives are getting into the act.

So now that you've accepted 'native advertising' is hotter to advertisers than cronuts to Manhattan's hippest, let's see if we can shed some light on how to make it engaging - and still keep it classy.

Continue reading "The art and science of great branded content" »

17 March 2014

This is the year that branded content breaks out in a meaningful way


“I hate not giving the people what they want” - Robin Thicke, Blurred Lines

The relationship between content and advertising has changed. Before the aughties (or thenoughties as some people prefer to call them), I worked at a traditional print publishing house where the sales and editorial teams didn't interact. The editors didn't want to be tarnished by the salespeople who were out talking and selling directly to brands. I'm overstating this a little for effect, but not by much.

Fast forward to today and I find myself at a modern media company where the editors have a very different view of working with brands. Why? In the digital publishing space, there's no cover price or cover sales and without advertising or branded content, we can't sustain free editorial online. We don't publish a printed magazine on a weekly or monthly basis so have no associated revenues coming in. If we're going to publish great content we need to be able to fund it.

Continue reading "This is the year that branded content breaks out in a meaningful way" »

03 March 2014

Don’t waste your time with native advertising (do this instead)

Say venn

“If it doesn’t sell, it isn’t creative” - David Ogilvy

It's a brilliant piece of native advertising. Visually appealing and information rich, this sponsored content walks you through numerous variations of oysters, where they hail from, and interesting facts about each. The New Orleans, we learn, was the preferred oyster of Jean Lafitte, and is the key to Oysters Rockefeller. The sweet and succulent Tangier oyster captivated Captain John Smith when introduced by Pocahontas, and the rest is history.

Next, you're hit with the ultimate pairing sensation, as you imagine washing down these delicacies with a cold beer. Not just any beer, of course - a Guinness Extra Stout.

Continue reading "Don’t waste your time with native advertising (do this instead)" »

24 February 2014

When you're telling a brand story, every touchpoint matters


“Branding is storytelling, and storytelling is a creative work” - Steve Jobs

The outfit. The restaurant. The conversation. The goodnight kiss. The journey from acquaintances to something more is filled with moments that connect one to another, and while more romantic, it's not much different than the relationship between customers and brands.

While we do love some brands, we ignore most - or at least tune them out. Misguided ads and unoriginal marketing concepts have desensitized us to most brand communications. But those brands that are loved are the ones that were heard. These brands connected with their audience in ways that guided them not just to a sale but also to a relationship. Online or off, the way in which your brand engages its customer along their journey can mean the difference between browsing and brand evangelism.

Continue reading "When you're telling a brand story, every touchpoint matters" »

26 September 2013

Why don’t brands make better content?

Brands have the power to make better content, so why don’t they?

As the proliferation of new devices and content explodes around us, Marshall McLuhan’s most famous words – "the medium is the message" – were never more accurate.

The websites and mobile apps we use on a daily basis, evolve (as if by magic) in front of our eyes. So why is it that most of the content we’re served doesn’t have the same cleverness built-in? It feels like the people that matter most in the content relationship - the actual users - aren’t shown the love.

Continue reading "Why don’t brands make better content?" »

28 June 2013

Festival of Media Global 2013: ‘From Content to Commerce’ Report out now

Want to try and understand a little bit more about the ways in which brands are creating brilliant content that is resulting in a shorter path to purchase? Then you should check out The Festival of Media's first 'Festival Intelligence' report.

It's called ‘From Content to Commerce’, was co-created in partnership with the Future Foundation and covers key takeaways from The Festival of Media Global 2013. The report includes insights from marketing chiefs at ASOS, Tesco and Visa and a bunch of award-winning case studies from The Festival of Media Global Awards that link in perfectly with this year's 'Content to Commerce' theme. (Including 'Campaign of the Year: 'ASOS #Bestnightever').

The report includes analysis of today’s definition of a retailer and a media owner and a look at what the future of transactions means for brands.

To download a complimentary copy of the report, click the link below.

26 June 2013

Pepsi Max & Dynamo present: "Bus Levitation" #LiveForNow

If you could have one superpower, what would it be? For me, it is without a doubt the ability to fly. (Imagine being able to avoid morning rush hour!) So imagine my surprise when I saw the latest instalment of Pepsi Max's #Livefornow campaign. In just 2 days, the video has racked up nearly one million YouTube video views. It may not quite be Red Bull Stratos, but the idea is the same. The stunt has got everyone talking, so for Pepsi Max, it's gold dust!

Continue reading "Pepsi Max & Dynamo present: "Bus Levitation" #LiveForNow " »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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