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Athar Naser's profile on Bizcommunity

Athar Naser is head of Juice Content. He brings a wealth of global media and digital experience to the content specialist division of Prime Media Online, as well as to the already rich talent pool at the publisher of South African web portal, iafrica.com. Follow @JuiceContent on Twitter.
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Content: Creating rather than buying

[Athar Naser] 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.

Posted 2 months ago | Like
Understanding the content life cycle

[Athar Naser] 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.

Posted 2 months ago | Like (2)
How to create good content

[Athar Naser] 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.

Posted 4 months ago | Like
What is content curation?

[Athar Naser] 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.

Posted 4 months ago | Like (1)
What brands can learn from publishers

[Athar Naser] 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.

Posted 5 months ago | Like
Content marketing and social media

[Athar Naser] 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.

Posted 5 months ago | Like
Difference between content marketing, SEO

[Athar Naser] 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.

Posted 5 months ago | Like
Content analysis explained

[Athar Naser] 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.

Posted 6 months ago | Like
What is content marketing?

[Athar Naser] 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.

Posted 6 months ago | Like (1)
Athar Naser commented on How Daily Maverick made digital display ads work
This rings some alarm bells...

1. Most poignantly, 'above average global CTR' doesn't actually mean anything in this context. Ave Global CTRs incorporate all ad networks (premium and reach), all sizes, formats etc. Surely your benchmark should only be CTR for premium networks, above the fold, 300x600? You're not comparing like with like...

2. If an advert is not relevant to a consumer, they won't click on it no matter how long you put it in front of them! Key to successful advertising is offering your consumers relevance and value.

3. The traditional model of online ads doesn't seem to have stifled huge growth in Europe and the US, where they didn't resort to this type of activity.
Posted 8 months ago | Like

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