kraft

kraft

Kraft Foods reveals the secret of content marketing ROI

Last week I found myself in Cleveland for Content Marketing World 2014, a huge event with 2,500 attendees and around 50 sponsors.

Joe Pulizzi and his team have grown this conference year on year, riding (and contributing to) the ever-growing content marketing wave.

Kevin Spacey gave the final keynote, capping a fascinating few days with what was a pretty interesting discussion of media disruption and associated Q&A.

Kraft on Facebook: tried and tested content marketing

From A1 Steak Sauce to Easy Cheese, from Maxwell House to Vegemite, Kraft is a behemoth.

And in the food and drink sectors, content marketing seems to be a cinch. Pushing people to recipes and adding some fun around holidays, seasons, special edition products and family lifestyle are all the order of the day.

I’m just going to picture a few of the Kraft brands here, fairly simply, but go and check them out. 

Six delicious YouTube channels from food brands (and two yucky ones)

Like takeaway food, online video can be consumed pretty much anywhere.

Engaging video, with its heritage in television programming and advertising, is eminently sharable through social media, and can be staggeringly successful, or altogether lacking in umami.

So, which brands are using video, and YouTube in particular, to great success? How have these brands approached the creative in shareable content, and who has yet to nail it?