Brands are looking for new trends and channels for the native provision of content, fitting into everyday life […]
The U.S.-based content marketing platform BrightEdge has analysed billions of pieces of online branded content using its automated big-data engine Data Cube to find out that engagement is the main driver of content performance. By ‘content engagement’ the agency means a set of such indexes as traffic, conversions and revenue.
When marketers’ imagination is vivid, budgets are solid and passion for discovery is strong, content marketing pieces may turn out extraordinary, which is the case with the latest project by Pernod Ricard-owned whiskey brand Ballantine’s. No cliche’d images of successful guys in suits with pricey watches, no dancing-all-night glamourous ladies and other triviality associated with ‘elite alcohol’—the brand’s team has gone far beyond that with their communication platform «Stay True.»
Although nearly two-thirds (62%) of Millenials agree that the right online content increases brand loyalty, just 32% think that modern brand communications are any helpful to them. That’s the data from the NY content marketing agency Newscred who polled 501 American Millenials (born between 1981 and 2000) also known as Generation Y.