Athar Naser

Managing Director of The Content Vine / Content Marketing & Native Advertising
Location:Cape Town, South Africa


I specialise in content marketing and native advertising - two areas that I have been involved in strategically and on a ground level for many years. My media career has spanned a variety of senior roles that have lead me to start my own content agency with my personal vision - one of high quality service, products and innovation. My clients now benefit from and are part of this vision.
Native advertising works, and we can prove it!

Native advertising is on the up and up - estimates peg the value of the channel globally at $30bn and rising to nearly double that at $59bn in 2018...

By Athar Naser 25 Feb 2016

Where is your content marketing plan?

In the last few years, content marketing has become a hot topic for brands wanting to fight for their share of audience in the digital realm.

By Athar Naser 8 Apr 2014

[2014 trends] Building a better scope of the content marketing space

2014 will see us start building a better scope of the content marketing space: what content marketing is and what it is not.

By Athar Naser 13 Jan 2014

Content marketing: Get a head (of content)

Most companies are creating original content to keep consumers engaged these days, whether it's a blog post, a social media update, an ebook, a presentation or a full-blown event.

By Athar Naser 4 Dec 2013

Native advertising vs Native content?

By now we all know there has been a shift in the way companies are doing business. The social era has been long upon us and it's a case of "adapt or die".

By Athar Naser 14 Nov 2013

Yuppiechef case study

We've all heard about Yuppiechef and some have even purchased from the site, but just how did it get so prominent? Along with a careful selection of products, Yuppiechef has developed thought leadership and strong branding by clever use of content marketing.

By Athar Naser 10 Sep 2013

Content marketing practices - Airbnb case study

In our next case study we bring you a very current and active brand that has utilised content as a way to engage audiences further, bring new audiences in and generate leads resulting in sales.

By Athar Naser 25 Jul 2013

Content marketing for financial brands - Sun Life financial case study

Following on from our exploration into the content world of Red Bull and how an FMCG brand used content marketing to dominate their sector completely, this week we're looking at a far less exciting market sector and how one company is trying to change perceptions.

By Athar Naser 1 Jul 2013

Red Bull gives you...content marketing!

In our ongoing exploration of content marketing and our attempts to bring it to life, we're going to shed a little more light through a real-life example of 'stratospheric' proportion.

By Athar Naser 11 Jun 2013

Why brands must act like publishers

Most companies don't like change. The uncertainty unnerves shareholders, the instability threatens structures, and the unknown doesn't fill next year's balance sheets. So, naturally the idea of moving from a brand company to a publishing company is not one that sits very comfortably.

By Athar Naser 4 Jun 2013

Content: Creating rather than buying

People are attracted to content marketing for a number of reasons. One of the biggest reasons is that digital distribution channels such as social networks, blogs and even their own sites have made it possible for brands to become content creators themselves rather than needing to sponsor traditional media channels.

By Athar Naser 5 Mar 2013

Understanding the content life cycle

In today's rapidly shifting online space, companies need to take a holistic approach to online marketing. Those who do so through content marketing need to connect with their audiences across a number of web and social channels.

By Athar Naser 22 Feb 2013

The job of good content

Good content is at the heart of any content marketing campaign. It's what draws the consumer to your online real estate and keeps them coming back for more. If you want your website, blog or app to lend your website authority, increase sales and draw more leads, you need to make sure your content is top notch. Read on for five things great content will do for your web presence.

By Athar Naser 25 Jan 2013

How to create good content

After having read my series of posts over the past few weeks, you'll know that content marketing is a vital part of any digital marketing campaign. To be successful, your campaign must be built around compelling content that keeps the consumer coming back for more, exposing them to your brand and drawing them to your products through a "pull" rather than a hard sell.

By Athar Naser 16 Jan 2013

What is content curation?

When thinking about the content involved in your content strategy, there are two possible routes to take - creation and curation. Creation is, of course, the act of generating your own content. Curation, on the other hand, is the act of 'collecting', or 'collating' content your audience will find useful.

By Athar Naser 8 Jan 2013

What brands can learn from publishers

Online publishers have been perfecting the art of creating online content since the advent of the web. While advertisers have long been using digital to get their message to the consumer, they've only just recently started emulating what publishers do best - developing content that keeps consumers coming back for more.

By Athar Naser 4 Dec 2012

Content marketing and social media

A few years ago brands were getting their heads around SEO and social media. Now content marketing has made it into the digital landscape and many are asking where SEO and social media fit into the picture.

By Athar Naser 26 Nov 2012

Difference between content marketing, SEO

Content marketing is not SEO. While they might overlap, content marketing and SEO are two distinct types of digital marketing. They are, however, mutually beneficial.

By Athar Naser 21 Nov 2012

Content analysis explained

Traditional advertising messages are no longer effective. To capture the attention of a consumer that is expert at tuning out "buy now" media messages, you need to offer them something they want. This is where content marketing, the latest buzzword in the digital marketing sphere, comes in.

By Athar Naser 11 Nov 2012

What is content marketing?

Content marketing is the latest buzzword in the digital marketing sphere. It's a solution to connecting with today's savvy consumer who has become very good at tuning out media noise they're not interested in. Traditional advertising is no longer effective and rather than telling the consumer to "buy now", brands should be telling the consumer what they want to know.

By Athar Naser 9 Nov 2012

Next >