Branded content: the good, the bad and the damn ugly truth
Good branded content is worth its weight in gold. Bad branded content can seriously damage your brand, writes Andrew Murray. There’s good branded content out there on some online publishing sites. For example, you have to admire what AIB have done in partnership with Maximum Media in recent times, around GAA, and the Club Championship in particular. They’ve elevated the...
Avoiding Branded Boredom
Brands need to break the cycle of boring branded content with active, superhuman storytelling, writes Susan Kelly We live in the age of marketing where some of the skill sets that were once the preserve of professionals working in the industry are now accessible to just about anyone with a smartphone and a social media account. We all filter, edit and...
Who’s Influencing Who?
Influencer marketing can be an effective tool in a brand’s marketing armoury if aligned with the right influencers. But when it’s left to chancers, forget about it, writes Graham Stewart. The other week, I got a follow from an influencer. Wow. A real life influencer. I know he’s an influencer, because he told me he was. It was right there in...
We’re Being Framed
Whether we like it or not, video is here to stay and TV, contrary to popular opinion, is far from dead, writes Graham Stewart. Everyone is pretty much on the same page that the foreseeable future of shareable content lies in video. Of course it does. A quick glance at what most people are looking at on their phones on...
