Content Insights Blog

In my last post, I explained what sponsored content (or native advertising) is. Since then, two rather juicy and high-stakes experiments in sponsored content launched. Let's take a look at each for lessons they might offer media properties and marketers.

Yahoo!: Tumblr Serves Native Ads

After acquiring Tumblr, Yahoo! added sponsored content within two weeks. What exactly is the change? Each time you log into your Tumblr dashboard, you'll see a sponsored post featured, such as this one on the right for a new family TV show:  Read More >

Sponsored content, branded content, and native advertising. Oh my. When it comes to content, we're not in Kansas anymore. As the worlds of marketing and publishing collide, you might hear such terms thrown around. Let's take a closer look at these terms and their implications for marketers and media properties.

First Things First: Definitions + Examples

Branded content, sponsored content, and native advertising are sometimes used interchangeably, but there is an important distinction.  Read More >

In my last post, I walked through visual content strategy and why it needs to be part of your larger content strategy. Now, let's take a look at visual content strategy in action. Visual content can help a user fall in love with a product and take the big step to purchase. But, only if you use the right approach to visual content in the right stages.

LOVE—AND SHOPPING—HAPPEN IN STAGES

Recent work for an online retailer got me thinking about the buying lifecycle and visual content. First, the buying lifecycle is a lot like dating. It has stages or phases. Just as you wouldn't say the same thing to someone you just met as to someone you had dated for 6 months, so you shouldn't say the same thing to a potential customer as you do to a longtime loyal customer.   Read More >

Digital today is a world of unprecedented complexity, which is a big opportunity. This research, sponsored by Google, shows different ways Americans use multiple screens.

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"Life is a bunch of decisions," my mother has said more than once.  After many years of making decisions large and small, good and bad, I realize how right she is. Think about how many small decisions you make each day, from what to eat for breakfast to what to wear to what to post on Twitter to the myriads of decisions you make at work. Add to that major life decisions from who to date to where to send your kids to school to how to complete your taxes to whether to get your MBA to whether to start your own business to how to best save for retirement.

Gah.  Read More >