Last week, we were pleased to take part in IAB Canada’s Blinded by Content conference. It was a great day of learning as we heard from speakers on the hot topic of native advertising and the consumer experience. In our Globe Media Group session, we were joined by two prominent US partners of the Globe Alliance network to share their unique approaches to world class content marketing.
While investment in content marketing continues to grow in Canada, the US has already developed this business into a billion dollar industry. Liz Lorenzoni, Executive Director, Client Partnerships at The Atlantic and Todd Haskell, Senior Vice President and Chief Revenue Officer at Hearst Magazines Digital Media were on stage to share their best practices in terms of creative approaches that resonate with consumers as well as case studies to demonstrate great brand story telling that works.
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The Globe’s Susan Krashinsky interviewed our special Globe Alliance guests from The Atlantic and Hearst Digital Media talking about key challenges and best practices for building engaging native and branded content.
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Key insights from the engaging conversation:
To connect with audiences, ask these questions
- Do they care?
- Do they believe you?
- Is the takeaway obvious, but the insight not?
- Should they tell their friends?
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"Native is about making content with brands that has the same sensibility as editorial content" Liz Lorenzoni @TheAtlantic #IABCBBC16
— Globe Edge (@TheGlobeEdge) July 7, 2016
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Put the consumer at the centre of everything you do
- Reach them where they are – mobile, social, local
- Stop them in their tracks – beautiful, engaging, vital
- Teach them something – practical, helpful, informative
- Inspire them – relevant and immediate (try this tonight!)
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"When branded content works it's not because it's branded, it's because it's good" @toddhaskell #IABCBBC16 pic.twitter.com/aJdvJkb6hs
— Globe Edge (@TheGlobeEdge) July 7, 2016
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