Content Insights Blog

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 >

Known for its expertise in foot and lower body health issues, FootSmart took a risk by approaching a new market. They debated and discussed the idea of a specialty shop for a while until latching onto the idea of The Running Shop. Focusing on foot and lower body health products for runners, FootSmart knew The Running Shop had the best chance of working if equipped with powerful content.

Lauren Schuman combined her expertise in online merchandizing and promotion with Content Science’s experience in content strategy to formulate a The Running Shop plan that connects to runners’ interests and intense physical activity. Debuting last week, The Running Shop launched with engaging content ready to go.  Read More >

To discover whether content works, we acknowledge the limitations of traditional surveys and focus groups. As fans of qualitative usability testing, we like to understand behavior, emotions, and reactions to content—rather than taking what a person says at face value.

The latest advances in neuroscience continue to reinforce the point that how we think we react does not match how we actually react. Content must tickle the right brain first and let the left brain analyze it afterward.  Read More >

I mentioned a few highlights from the Healthcare Experience Design conference recently. Now, I have video.

Dr. Sobel shared why he thinks inspiration and identification inspire behavior change.  Read More >

Content strategy creates the foundation for all other marketing strategies. A bold statement? As Chair of the Technology Association of Georgia’s (TAG) Marketing Society, I feared a backlash from our fantastic moderator and panelists once they digested this main assertion of our upcoming March 28 TAG Marketing event about content strategy.

Instead, these experts from Google, Forrester Research, SunTrust Bank, Prominent Placement, and ANNUITAS all agreed with the premise—and they are just as excited to make the case for content as a foundational marketing strategy.  Read More >