How The Guardian differentiates in the crowded content-marketing industry

digiday.com

Standing out in a saturated online content market is tough, even for Guardian Labs. The publisher’s creative shop has laid out an ambitious 2016 global road map, which details its hopes of tapping into new ways to distribute branded content off-site — specifically through Facebook Instant Articles.

The Guardian is also exploring virtual reality and smartwatch distribution for its branded content, along with aligning its British, American and Australian outlets to better answer global briefs, something agencies are in hot pursuit of. It will also ramp up mobile video.

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