CONTENT
MARKETING
or
How I Learned to Stop Worrying
and Love Paid Content
AGENDA
• Working Definition
• How did we get here?
• What does it look like?
– Case Studies
• Key Questions
• Ethical Fram...
CONTENT MARKETING
Paid rather than earned contributed
articles that closely resemble editorial
content and often slotted i...
HOW DID WE GET HERE?
• Erosion of Classic Revenue Streams
– Advertising prices decline sharply
• The glut of supply (inven...
BuzzFeed co-founder Jonah
Peretti in Fast Company, “Most
Innovative Companies of 2013”
HOW DID WE GET HERE?
• Erosion of Classic Revenue Streams
– Advertising prices decline sharply
• The glut of supply (inven...
PAID SYNDICATION
• Sponsored posts appear within the news section.
• Seen In:
– AOL, Slate, NBC News, The Atlantic, Gawker...
PAID INTEGRATION
• Most resembles TV product placement where the marketer is
weaved into a narrative.
• Seen in:
– BuzzFee...
PAID CO-CREATION
• Brand funds the development and staffing of a new site,
section, or app that currently doesn’t exist.
•...
KEY QUESTIONS
• Will Government Get Involved?
• Will Audiences Reject Sponsored
Content?
• Will Google Spoil the Party?
• ...
"I'm like – no offense – a writer-writer, not a
corporate advertising, working-for-the-man kind
of writer."
EDELMAN: AN ETHICAL
FRAMEWORK
• Disclosure
• Clear and acceptable
vocabulary
• Audience participation
• Quality
• Amplify,...
SOURCES
• http://www.edelman.com/p/6-a-m/sponsored-content-an-ethical-
framework
• http://www.newyorker.com/reporting/2013...
Enlightenment Presentation: Content Marketing
Enlightenment Presentation: Content Marketing
Enlightenment Presentation: Content Marketing
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Enlightenment Presentation: Content Marketing

  1. 1. CONTENT MARKETING or How I Learned to Stop Worrying and Love Paid Content
  2. 2. AGENDA • Working Definition • How did we get here? • What does it look like? – Case Studies • Key Questions • Ethical Framework
  3. 3. CONTENT MARKETING Paid rather than earned contributed articles that closely resemble editorial content and often slotted in the news section, once-sacred ground. AKA: “Paid Content” or “Native Advertising”
  4. 4. HOW DID WE GET HERE? • Erosion of Classic Revenue Streams – Advertising prices decline sharply • The glut of supply (inventory) is outpacing audience demand (traffic) • Banners no longer tenable as news consumption goes mobile • Digital ad exchanges now widely in use increasing market efficiency – Consumers unwilling to pay for news • Feeds Create New Norms – Chronological format has changed audience attitudes towards the permeability between advertising and editorial. • Brands Double Down on Content – Companies are able to tell their story their own way on websites, mobile apps, and social channels.
  5. 5. BuzzFeed co-founder Jonah Peretti in Fast Company, “Most Innovative Companies of 2013”
  6. 6. HOW DID WE GET HERE? • Erosion of Classic Revenue Streams – Advertising prices decline sharply • The glut of supply (inventory) is outpacing audience demand (traffic) • Banners no longer tenable as news consumption goes mobile • Digital ad exchanges now widely in use increasing market efficiency – Consumers unwilling to pay for news • Feeds Create New Norms – Chronological format has changed audience attitudes towards the permeability between advertising and editorial. • Brands Double Down on Content – Companies are able to tell their story their own way on websites, mobile apps, and social channels.
  7. 7. PAID SYNDICATION • Sponsored posts appear within the news section. • Seen In: – AOL, Slate, NBC News, The Atlantic, Gawker Media • What’s Next: – Automation • Benefit: – Cheapest model, easiest to execute. • Issues: – “Sponsored post” = “Don’t Read” – Occasional controversy
  8. 8. PAID INTEGRATION • Most resembles TV product placement where the marketer is weaved into a narrative. • Seen in: – BuzzFeed • What’s next: – Major publishers beginning to experiment… • E.g. Including sponsor as #11 on a “Top Ten” list • Benefit: – Increased share ability of content. • Issues: – Expensive
  9. 9. PAID CO-CREATION • Brand funds the development and staffing of a new site, section, or app that currently doesn’t exist. • Seen In: – Meredith Publications, Forbes.com, VICE • What’s Next: – Customized campaigns by in-house sponsored content editors • Benefits: – Perceived as ethically safer • Issues: – Very expensive
  10. 10. KEY QUESTIONS • Will Government Get Involved? • Will Audiences Reject Sponsored Content? • Will Google Spoil the Party? • Will it all be Automated? • Will the Press Take Control?
  11. 11. "I'm like – no offense – a writer-writer, not a corporate advertising, working-for-the-man kind of writer."
  12. 12. EDELMAN: AN ETHICAL FRAMEWORK • Disclosure • Clear and acceptable vocabulary • Audience participation • Quality • Amplify, not replace • Fluidity • Process • Not pay-for-play • Separate teams for earned and sponsored media
  13. 13. SOURCES • http://www.edelman.com/p/6-a-m/sponsored-content-an-ethical- framework • http://www.newyorker.com/reporting/2013/04/08/130408fa_fact_widdi combe • http://www.washingtonpost.com/blogs/erik- wemple/wp/2013/01/15/the-atlantics-scientology-problem-start-to- finish/ • http://gawker.com/vice-is-very-touchy-about-its-wonderful-work-on- behalf-1535223061 • http://company.vice.com/en_us/casestudies/the-north-face-far-out • https://www.mediabistro.com/prnewser/buzzfeed-has-this-sponsored- content-thing-down_b62628 • http://adage.com/article/media/sponsored-content-buzzfeed- gawker/244692/ • http://www.fastcompany.com/most-innovative- companies/2013/buzzfeed

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