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INBOUND Bold Talks: Steve Rubel

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Due to a confluence of disruptions to the classic advertising and subscription revenue streams, many publishers are now open to turning content that’s created or curated by corporations into a new …

Due to a confluence of disruptions to the classic advertising and subscription revenue streams, many publishers are now open to turning content that’s created or curated by corporations into a new form of advertising. Learn more about these new sponsored content opportunities and the ways marketers can create a deeper relationship with publishers from Steve Rubel, Edelman's Chief Content Strategist and author of the firm's new white paper on the topic.

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  • 1. SPONSORED CONTENT A Broader Relationship with the U.S. News Media
  • 2. PR AND THE PRESS: A LONG PARTNERSHIP
  • 3. SPONSORED CONTENT: A WIDER PARTNERSHIP
  • 4. SPONSORED CONTENT: PAID AMPLIFICATION
  • 5. WHY NOW: A STORM OF DISRUPTION
  • 6. SCARCITY ERODES: SUPPLY > DEMAND
  • 7. SUBSCRIPTION FEES: (MOSTLY) OFF THE TABLE
  • 8. AD TECH BOOMS, AD RATES DROP
  • 9. MARKETERS EMBRACE A CONVERGED MODEL
  • 10. EMERGING FORMATS: A MIX OF OLD AND NEW
  • 11. ADVERTORIAL: PAID SYNDICATION
  • 12. PRODUCT PLACEMENT: PAID INTEGRATION
  • 13. NAMING RIGHTS: PAID CO-CREATION
  • 14. SPONSORED CONTENT: ETHICAL FRAMEWORK
  • 15. CRITICAL ISSUE ONE: DISCLOSURE • Edelman will disclose that editorial- style “sponsored content” on major news sites is in fact sponsored • The firm will advocate that its partners include the opportunity for the audience to substantively participate in the conversation
  • 16. CRITICAL ISSUE TWO: QUALITY • Sponsored content programs will be primarily utilized to amplify that which is owned and/or earned media - not replace it • In a fluid medium, sponsored content should aim to be constantly updated and sometimes expanded to reflect new information
  • 17. CRITICAL ISSUE THREE: PROCESS• Edelman will not engage in quid pro quo discussions that intertwine paid and earned. Further, it maintains a strict policy that it does not engage in pay-for-play • The firm will separate its day-to-day earned media work with journalists from the paid work in structuring news media partnerships
  • 18. Steve Rubel steve.rubel@edelman.com @steverubel http://edl.mn/scpaper