Articles from Custom Content Council

1. Is Content Marketing Invading Traditional Journalism’s Turf? Explore Custom Content Council (May 15 2012) “We can’t go back in time, and one of the realities of today is that everyone is a publisher,” says Jane Ottenberg, president of TMG in Washington, D.C. As content marketers have taken advantage of that reality, she says, the line between journalism and content marketing isn’t so much blurring as moving. That is, while branded content talks directly to consumers or customers, it is not talking to them about hard news. It is only addressing part of the traditional journalist’s domain, she says, and it’s important to understand that distinction. “I am passionate about ... (Read Full Article)

   Comment Mentions:   Washington   Austin   Content Marketing

2. Branded Storytelling by Nike Explore Custom Content Council (May 15 2012) Directed by David Fincher (The Social Network), this 1:06 spot tells the story of two newborns who grow up to be NFL superstars. The first time you catch a glimpse of a Nike product is 44 seconds in, on a pair of gloves (you actually see a Reebok logo before you see a Nike logo). Just seven seconds before the video ends, a Nike logo flashes onto the screen under the words “Leave Nothing.” (Read Full Article)

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3. "How To" Videos a Big Emphasis for Lowe's Explore Custom Content Council (May 15 2012) The heart of Lowe’s custom content program is their helpful how-to video’s. Lowe’s YouTube channel contains well over 700 videos, covering everything from “knot tying for a rope tree swing” to “how to build a coffee table.” (Read Full Article)

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4. Carlson Sees 76% Revenue Lift from Content Marketing Explore Custom Content Council (Apr 23 2012) Carlson has seen a 76 percent revenue increase for consumers exposed to curated and original content on Carlson travel services site, with monthly site visits up by 62 percent. (Read Full Article)

   Comment Mentions:   India   Canada   MTV

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