Back at the turn of the century, blogging was in a nascent state. Over the next five years, many individuals and news organizations discovered the benefits of blogging. And soon after, brands began to realize that creating content (actually they just called it blogging back then) could greatly benefit both SEO efforts and brand awareness.
Native advertising is all the rage these days. Companies like BuzzFeed and ShareThrough have based their business models on the notion that in-stream, organic-like content will save the day and finally allow everyone to retire those tired and underperforming banner ads to a nice tropical island far, far away.
Lately, real-time marketing is the buzzword du jour. While the notion of real-time marketing has been around since the mid-nineties, the practice gained steam after Oreo's "Dunk in the Dark" ad was created immediately following the power outage during this year's Super Bowl.
March 19, 2013 at 4:30 PM
Content is king, right? Everybody says that, so it must be true ... right? Well, to a certain degree, it is. But content on its own is worthless unless it's high quality, relevant, personalized, and delivered in context.
During the 2008 presidential election, content played an important role in electing Barack Obama. Four years later, content played an even more important role: With inbound marketing strategies applied, that content was given context.
If you're a photographer and someone mentions GoPro, you think of a super-sturdy camera for the adventurous.
Why is that?
Because GoPro has done a good job defining their brand.
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