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Yahoo Embraces Storytellers & Big-Brand Content Marketing

Posted on 6.19.2016

Content remains king and brands are now actively looking for solutions to help them engage more users and generate higher revenues, and these solutions are coming from some very familiar names in Web tech.

Yahoo, for example, has introduced a full service content marketing studio for brands and agencies dubbed Yahoo Storytellers that aims to leverage the company's editorial experience, data, and native advertising products (via Yahoo Gemini).

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The Storytellers offering provides advertisers a suite of capabilities to develop their content marketing strategies including content consulting services and curriculum-based workshops, development of premium video and a range of editorial content, influencer activations across social platforms, and partnership extensions. By combining content, data and ad tech, Yahoo Storytellers aims to help brands identify consumer insights and inform them on what content opportunities they should pursue to reach their target audience.

“Content marketing continues to be an area of growth for brands and agencies, but they need a better way to create compelling content that’s informed by data and reaches the right audience. That’s where Yahoo Storytellers comes in,” said Lisa Utzschneider, Chief Revenue Officer, Yahoo. “At Yahoo we’re focused on bringing our users the best content available online across our news, sports, finance and lifestyle verticals, and now we’re helping our advertisers develop branded content that is even more effective and data-driven.”

Brands including Dasani, Farmers Insurance, JetBlue and others have already partnered with Yahoo on content marketing efforts. JetBlue, for example, recently worked with Yahoo on a content marketing initiative that resulted in over 3 million views of their native video ads, 31 million social media impressions, and 27% of people who viewed the JetBlue posts engaging with them.

“Working with Yahoo, we have been able to give people a new way to experience our brand, while driving meaningful results,” said Leesa Eichberger, head of brand marketing, Farmers Insurance. “We look forward to working with Yahoo Storytellers to further develop content that will be useful and engaging to consumers.”

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