Content In Action
Charting the future of public relations
Holmes Report
News and insights from the global PR industry

Content In Action

Which brands are making content work for them?

Holmes Report

Behance 99U

The creative platform’s content operation, which seeks to ‘make ideas happen’ has won plenty of plaudits, including a Webby Award for ‘Best Cultural Blog’.

Coca-Cola Journey

The consumer company transformed its homepage into a content engine with a visual tile design and a social media dashboard that quantifies how engaged its consumers are.

GyroVoice on Forbes

Gyro has certainly benefited by playing in the glam advertising world, but its content is consistently the right mix of science, entertainment and trend.

Our investigation into content marketing is a three-part series. Jump to the following stories:

The PR world's play for content marketing clout
Agencies compete for content dollars

HealthBiz Decoded by Xerox

As Xerox makes a play in the health sector, it built a minimally-branded publishing platform on the topic that is augmented by its new Forbes channel.

IBM’s Smarter Planet

Quite possibly the gold standard of owned media platforms, Smarter Planet successfully aligned IBM with the tech movements of the future -- smarter analytics, mobile, social business and the cloud.

iQ by Intel

Part publishing platform, part Reddit, iQ blends curation of popular tech stories with the promotion its iQ original features intended to tell the chipmaker’s story. Its success has inspired others like Tech Page One by Dell.

Lowes #LowesFixsInSix

When Twitter launched Vine earlier this year, Lowes shined by sharing six-second home improvement tips.

Luxe Living by Trulia

Built as a breaking news site that competes with the outlets it covets for coverage, Trulia’s blog cleverly barters scoops for earned media placements in way that few other owned channels have achieved.

Mr Porter

The retail site fuses content and ecommerce to good effect, thanks to a strong editorial front-end.

Red Bull Stratos

Probably the most successful initiative of them all, from a brand that understands the value of content better than most. As Starcom’s Mat Morrison puts it, Red Bull is the “visible exception” other brands aspire to, but few can seriously hope to emulate.

Virgin Mobile on BuzzFeed

Virgin Mobile’s prolific BuzzFeed channel spans all things pop culture from gay marriage, grandmas to 90s nostalgia. It’s edgy, it’s humorous, and well, buzzy -- now so is its brand.

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