From fast food to pop-culture - A content marketing study of Quiznos’ Toasty.TV platform

April 25, 2016 BrandBa.se

Since the dawn of humanity, the art of storytelling has been of utmost importance. It has provided us with a knowledge pool, past on from former generations, enabling humans to understand their world as well as themselves. As stories were passed on from generation to generation they took part in the shaping of society and some of these stories live on to this day. But what was decisive in terms of deciding which story that were to survive over the years? Was it the morals or knowledge embedded in these stories?

The Coca-Cola Company: Analyzing its Content 2020 Strategy Part II

February 8, 2016 BrandBa.se

In order to answer the in part one raised question, namely “How Does Coca-Cola Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users?”, this second part will analyze the company’s strategy based on the revealed theoretical background in part one.

How Does the Coca-Cola Company Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users? Part 1

February 8, 2016 BrandBa.se

This citation by the content marketing expert Joe Pulizzi already claims the basic meaning and the overall purpose of this blog post: To show that storytelling in one’s content marketing strategy is key to establish an emotional relationship with one’s users in today’s world (Pulizzi, 2012; Singh and Sonnenburg, 2012).

The successful use of consumer-generated advertising in content marketing Revealing the secret formula of GoPro

January 18, 2016 BrandBa.se

“People remember 20% of what they hear, 30% of what they see and 70% of what they see and hear” (Knight, 2013). When it is the case of reaching the next stage of content marketing, video is the buzzword of user-generated advertising (Trimble, 2014). With the emergence of free video-hosting platforms such as YouTube, individual consumers can create content about the companies and brands they love, dislike, or just want to comment on (Campbell et al. 2011). As a consequence advertising cannot be fully controlled by marketers resulting in a shift in power from the marketer to the consumer (Labrecquea, 2013).