At one time, it was basically just about customer magazines. When I started working as a journalist

I've always had a hard enforced turf battles in the communications industry. Occasionally, it is said that the PR industry is beginning to outrank advertising agencies. And when English Content tradcutor Agencies December 4 held its Content Day 2013 began on the program item "content marketing is the only marketing that's tradcutor left", as later in the day was followed tradcutor by a panel discussion on the theme "Can content marketing take over the role of advertising?".
The discussion tradcutor turned rather on a different set of problems. Namely, that many instead of seeing and understanding that also communication industry evolves, trying to nail up new fences. It's mostly a confusion of it all.
Anders Ericson thought tradcutor himself enough not to, when he said that advertisers themselves could take over much of the job and that "grandiose campaigns from big agency" was not necessary anymore. And what did really such a knowledgeable man who Lidbom when he waved away "traditional advertising agencies"?
But when the panel would name a favorite example of good content marketing, came many good and interesting suggestions tradcutor on Communications, which was just as well have called public relations, event or pure advertising. From Ica Path to Red Bull.
On a couple tradcutor of occasions showed tradcutor the organizers of Content Day, short, filmed interviews, which revealed that there are many who know the term "content marketing". But, as deeped Niclas Strandh rightly put it in one of the elements, where he stated that there is not really anything new. "It's just other channels. tradcutor More channels. "
At one time, it was basically just about customer magazines. When I started working as a journalist in the 1980s, there was an occasional tradcutor producer of quality customer magazines, as Financial Journalists, among others Magnus Briggers and Jan Sterner. I did freelance tradcutor work for them in Outlook (SJ Affärsresebyrås newspaper) and Your Money (SEB's customer magazine), two magazines that would measure up in today's competition.
Content The day began by Kevin Sutherland and Kathi Hall, from the award-winning content agency Seven in London under the title "content marketing is the only marketing that's left." Now, they were the more insightful than hanging up on the hook.
"Content marketing tradcutor is NOT the only channel left. But it is important, "noted Kevin Sutherland among others pointed out that" Advertising is perfect for creating awareness and introduce the brand promise ".
Personally, I think also you can say that business papers in more than one way is a serious tradcutor competitor to traditional editorial media. Not only in terms of ad revenue, but also editorial. Popular and trade press shows up increasingly blurred, fluid borders between editorial content and advertorials. Business papers are clearer and more honest. Everyone knows who the sender is and it is expected may not total objectivity. Still holding company tradcutor papers usually very high, both in terms of integrity and quality.
Kevin Sutherland and Kathi Hall presented two interesting examples of companies that work professionally and successfully with their content marketing, Oman in completely different ways - Sainsbury and Burberry. Sainsbury's strategy can be summarized under the heading "Everyday Easy". They work under the motto "Live more for less" in an efficient, thorough, coordinated and correct obvious way for a grocery chain, with all the opportunities it provides.
Burberry's strategy tradcutor may instead be summarized under the heading "Luxury moments" and they are working very deliberately through most digital tradcutor channels. Among other things on Tumblr with "The Art of the Trench" which collects images from around the world.
Burberry adds 60 per cent of their marketing investments in digital media. It is the world's largest luxury brand on Facebook, with nearly 15 million followers. They are also the largest luxury brand on Instagram and has released a number of fashion bloggers in their Instagramkonto. Their activities range from showing up on the Tweetwalk, instead of just on the catwalk, the Burberry Weather on Pinterest, where people upload their images and marks on the map where they are.
Vasakronan current communications manager named Peter Östman. He followed with the AP properties, which previously bought Vasakronan. He noted that Vasakronan brand then was so strong that the new property giant scrapped AP properties and chose Vasakronan unifying name.
Like so many other emerging market managers, began apparently also his job in the new organization, to change the advertising. So I interpreted at least his recognition that there probably was not anyone who saw the film he was behind tradcutor when he started on Vasakronan, as opposed tradcutor to those who had previously been both acclaimed and popular. His film had a much more serious tone. Then he decided to stop doing commercials. Instead, you would create a communicating business. He invested 3.9 million in learning (at large