Beneath the Brand | A Blog for Leading Marketers

CATEGORY: Creativity

State of Content Marketing 2017: The 3 Traits That Will Make Brands Truly Successful December 7th, 2016 by Contently on Digital Pivot
	In 1956, a dust of mysterious plant spores blew into the town of Santa Mira, California. That’s when things started getting weird. Big green pods started growing around town. Even stranger, local psychiatrists suddenly had an influx of visits from people...

Demand Media Tries to Remake Its Content Farm Image For a Social Era August 11th, 2016 by Digiday on Digital Pivot
	Demand Media has become a cautionary tale for early internet companies that soared, only to come crashing down to earth once the rest of the web caught up. With its low-cost content-farm strategy, it became the 17th biggest web property in the U.S. in 2010, with 105 million unique visitors until changes in Google’s algorithm dinged it and caused its value to crash. Demand has gone through a number of failed editorial pivots, but it has kept trying. Under CEO Sean Moriarty, who joined 18 months ago...

How Luxury Brands Should Tackle Content Marketing Attribution July 26th, 2016 by Contently on Beneath the Brand
	Attribution is a chief challenge for digital marketers, and that’s especially true for luxury brands. While 40 percent of luxury purchases are influenced by a digital experience, e-commerce purchases account for only four percent of luxury sales. Research predicts that online luxury sales will triple by 2020, indicating a heightened need for luxury brands...

How Google Designs Great Content, in 5 Steps July 21st, 2016 by Contently on Digital Pivot
	As brands put more focus and resources towards creating content, one of the biggest challenges they face is making sure their content isn’t just on brand, but that it breaks through and reaches people. To create this type of content for its global audience, Google, a company whose corporate motto used to be “Don’t be evil,”...

The Art of Scannable Content: How to Write for Today's Online Readers July 13th, 2016 by Hubspot on Digital Pivot
	Here's the truth: There's no guarantee that anyone will actually read your writing online. You have to compel them to do that. And one way to do so is to create writing that’s effortless to consume. Not sure where to start? That’s okay. This article will teach you the fundamentals. You'll learn how to drive audiences to read every word you write. You’ll learn how digital copywriters...

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Virginia Tourism Corporation
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Landor Associates
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The Nielsen Company
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University of North Carolina at Greensboro
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