Author: Alexandre Gravel

It’s about content, not technology

24 Feb 2015, Posted by Alexandre Gravel in Advertising, Branding, Content

Technology is what helps great content be found and consumed. But you still need great content. Programmatic advertising, real-time bidding, SEO, viewability metrics, all this technology that is part of the marketer’s toolbox. If you listen to some people, it is as if the success…

He had nailed everything about content

16 Feb 2015, Posted by Alexandre Gravel in Content, Media, Media Convergence

New York Times’ media columnist left behind reading material for an entire generation. Last week, David Carr passed away. If you didn’t know him, he was known for his reporting and analysis of publishing, television and social media (for which he was an early evangelist)…

Content, community, commerce

02 Feb 2015, Posted by Alexandre Gravel in Advertising, Branding, Content

What goes into building a brand content studio? Marriott knows. Remember I told you about Marriott’s new content venture back in October? How they wanted to be the Red Bull of the hotel industry? Well projects and announcements have started coming out, and it seems…

Best Practices: How to Build a Culture of Content

26 Jan 2015, Posted by Alexandre Gravel in Branding, Content

Having a hard time implementing a content strategy in your organization? You’re not alone. Content marketing costs 62% less than traditional marketing and, per dollar invested, generates about three times as many leads. Those are big numbers. But still, it remains hard to get the…

The solution to content shock

19 Jan 2015, Posted by Alexandre Gravel in Content

The solution to content shock is ignition. If you drop by the office or get me started talking about content, I’ll often end up drawing the three circles you see above. Story. Brand. Distribution. This is how we approach branded content strategy at Toast and…

5 situations where you need a content agency

12 Jan 2015, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

Partnering with a content agency can be extremely profitable. Those of you who have seen me speak recently heard how I believe the model of the content agency integrates very well into the current marketing and communication agency ecosystem (advertising, media, PR, digital, etc.). A…

How they messed up a brilliant content campaign

10 Jan 2015, Posted by Alexandre Gravel in Advertising, Content

Hearing about fails is always a good thing. My fiancee knows I love to read about fails. I believe more people, brands and agencies should be open about things that don’t work out. And she’s the one who sent me this week’s article. In it,…

2015 is coming, no matter what

29 Dec 2014, Posted by Alexandre Gravel in Content

2015 will be a fantastic year. As 2014 is coming to an end, I am only eager to see what 2015 will bring. We, at Toast, are about to close our biggest year ever and there’s no sign of it slowing down. This would usually…

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…