Author: Alexandre Gravel

The Reason Short-Term Content Campaigns are Doomed to Fail

15 Sep 2014, Posted by Alexandre Gravel in Advertising, Content

It’s a marathon, not a sprint. When building a content marketing or branded content strategy, there comes a point where you have to establish how long the campaign should run. Of course, it will have budgetary implications, but it will also have direct ROI implications…

Measuring content success: insecurity

08 Sep 2014, Posted by Alexandre Gravel in Content

“Ultimately, we need to be able to prove it, and that’s never been more true than it is today— especially in content marketing.” We all believe in content. We should. Its power, its ability to create a connection with its audience. Its capability to go…

Experts share 7 lessons on branded content

01 Sep 2014, Posted by Alexandre Gravel in Content

Take notes. Finalists for the Content Marketer of the Year Award share what they’ve learned. The content marketing field can span a very wide web and, to top it off, is constantly evolving. A good number of brands are putting more and more effort into…

Consumers want branded content

25 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content

59% of adult internet users watch videos when they visit a brand’s website I’ve already talked about self-distribution when it comes to branded content. Self-distribution being when a brand publishes content on their own platforms., think of it as owned-media. When trying to reach a…

Vitaminwater gambles big with branded content #brilliantworks

18 Aug 2014, Posted by Alexandre Gravel in Advertising, Content

The brand allocates 80% of its canadian marketing budget to the #brilliantworks series. The content marketing part of the operation is mostly constituted of video clips on YouTube. The series is built around collaboration between creatives and artists, becoming the birth of projects between the…

The 7 rules of content marketing, by Adidas

11 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

For the World Cup, Adidas went with a content first approach. Here’s what they learned. The World Cup is where a lot of marketing money gets spent, with the entire world watching. Of course, not all advertisers have the means and intended reach of the…

Report: Trends in digital and TV content production

30 Jul 2014, Posted by Alexandre Gravel in Télévision

6 trends and opportunities that impact the Canadian market The CMF has an extremely talented trends team that keeps an eye on the movement and evolutions affecting content production. The beauty of this team is the fact that they bring a lot of value to…

Should content come from earned media or owned media?

28 Jul 2014, Posted by Alexandre Gravel in Content, Media

Where do consumers look for trustable content, brand’s website or third party? At Toast, we often bring the subject to the table of whether a brand should self-distribute its content or find a way to distribute it on another platform (portal, broadcaster, etc.). It often…