Content marketing stories of the week

Content marketing strategy, platforms and campaigns were all in this week’s pick of stories, which come from The Drum, BrandRepublic and Digiday among others.

Forbes pushing for marketers’ budgets

A critique of Forbes’s ‘brand journalism’ model asking what brands actually get for their money. Is it the journalism or merely the analytics? Does it impact on their own sites while helping Forbes?

B2B content demand

Increasing one’s B2B content marketing requires more than simply churning out more words. Companies should be creating editorial diaries and do more auditing. One of our recurring themes is that companies need to emulate a newspaper office.

Marriott content marketing strategy

An interview with Dave Beebe, Marriott VP for content marketing. Marriott has been one of the trailblazers in this respect. Beebe talks content marketing and its effect on direct booking conversions, customer engagement, brand identity and travel packaging.

Pandora Jewellery partners with Snapchat

On Mother’s Day Snapchat users will be able to take a selfie using the Pandora filter. This will run a branded message around the image.

L’Occitane’s Facebook move

How L’Occitane uses Facebook’s Canvas mobile ad format.

Where is B2B content marketing going?

Similar to one of the earlier links, this comment piece talks about how more does not always mean better. Interestingly, it quotes research that shows engagement can actually fall when you distribute more.

Content marketing stories of the week is part of Content24, the online magazine for London content marketing agency FirstWord.