Coca Cola: Content Marketing is the Future

Coca-Cola is betting everything on content marketing, which is increasingly becoming a major factor in marketing strategies for companies. And even though it is gaining traction, many companies haven’t yet realized the power of content marketing for their own business. However, with a big name like Coca-Cola starting to shift their marketing strategy toward content, other slow adopters will likely follow.

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Scaling the Paywall – Thoughts from TMB’s Paywall Strategies

Last week The Media Briefing launched its first conference in London. This saw 150 senior decision-makers at publishers of all sizes take a one-day intensive to look at various topics linking the monetisation of content and communities. We were there to learn and engage, and below you will find the obligatory write-up of what was really a great event.

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The World I See

I hear everyone (including myself on occasion) to use phrases such as “in the new digital environment”, or “due to the rise of internet usage”, or even “in the social media landscape”. Everyone recognises that rules, processes, and environments have changed, but there is very little definition to the shift. So, inspired by reading Clay Shirky’s thought-provoking book “Cognitive Surplus”, here are some  statements of change that should inform marketing and publishing activity in the new reality.

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The move away from standard advertising formats

Standard display advertising generally does not work well. It provides the majority of revenue for most of the top-100 sites, but doesn’t serve advertisers, publisers, or consumers particularly effectively. From an advertiser perspective, interaction rates are generally very low, partially because of irrelevant positioning and poor creative, but mainly because standard formats separate off advertising into boxes that are now subconsciously ignored by most online consumers.

For consumers, display advertising is a necessary evil, ignored or blocked at every opportunity. The most interruptive formats have received considerable backlash from users, and in most cases the less interruptive formats are just background noise on the page. Read more →