Author: Alexandre Gravel

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, Contenu

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…

5 Great Habits in Branded Content

23 Jun 2014, Posted by Alexandre Gravel in Advertising, Branding, Content

Branded content can be a really good thing, but it’s also not that hard to fail at it. Here are 5 habits you need to have. When a brand decides to integrate itself into a content production, old reflexes are sometimes bound to surface in…

Content is not the only important part of content marketing

16 Jun 2014, Posted by Alexandre Gravel in Content

Content consumption is the end goal. How you get there is what’s important. We talk a lot about content. What good content is, what the problem with content is, what content scored good results, etc. We don’t talk enough about how to get there. How…