Innity’s Monthly Digital Roundup! #4

Lauded by experts and brands alike, content marketing in general has also risen as a new approach that focuses on delivering targeted, informative and engaging content to online audiences. While having its benefits widely proclaimed, the practical knowledge as to how online content can be effectively be utilized to drive business success is less well known.

Therefore for this month’s Digital Roundup, we”ll be focusing on content marketing, with our list of articles that will help you create the best content marketing strategy for your brand or website. Read along! :)

Periodic Table of Content Marketing
Created by Chris Lake of econsultancy, this Periodic Table of Content Marketing does a perfect job in breaking down the steps to creating a content marketing plan. Although not exactly exhaustive, the table covers the essentials and how they are interlinked. Look no further if you’re in search for something to guide your content.
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Brands Love Native Advertising, But What about Consumers?
It is no secret that native advertising is a more preferred ad format nowadays as compared to banners. On the receiving end of however, consumers may hold an utterly different view as compared to brands. A study by contently reviews the opinions of viewers on Sponsored Content. That said, it would be be thoroughly amusing if we were able to compare the results of this study to actual viewer behaviors.
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Getting Sponsored Content Right: The Consumer View

Conducted by IAB and Edelman Berland to understand how consumers are taking Native Ads, this research reaffirms the crucial elements of dictating the acceptance levels of consumers towards in-feed ads. Despite the increasing acceptance from consumers, there are still some tips from the research that publishers, marketers, advertisers, and agencies can refer to ensure that sponsored content meets the consumer’s expectations and succeeds.

Read more about the research on IAB’s website here.

Produce Content Marketing That Customers Care About
You can’t just snap your fingers and produce great content. To get stories and images that people actually care about, you need to address the higher-order problems your customers are facing today or will face tomorrow. You have to do the sustained work of thinking through these problems and coming up with relevant insights.
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7 Emotions Connecting Brands and Consumers
A huge chunk of successful content marketing involves creating content correspond with your audiences, evoking emotions with plots that people can relate to. This post on imedia lists out the components of this key ingredient in creating great marketing content (they say advertising, but honestly we think it applies to any marketing message), and examples marketing content that makes that emotional connection.
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Kapost Top 50 Content Marketing Brands If we’re to learn, it’s always best to learn from the best. Kapost compared companies across a period of a month to assess their grip in the content marketing arena across various content formats, measuring the quality and frequency of their content, audience engagement and creativity. Here’s the 50 brands that scored above the rest.
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