- Our Blog
After returning from Content Marketing World, Contently editor-in-chief Joe Lazauskas wrote a piece addressing the tension between the two ideological camps in branded content: journalists vs. marketers. Immigrants to content marketing from the journalism world push for more editorial content, emphasizing quality and creative, while those with backgrounds in marketing tend to f ...
“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty,” Teddy Roosevelt famously said, when a young journalist transitioning to a role at a branded content studio asked for advice. Jokes aside, I’ve been lucky enough to experience the upside of the native ad industry’s explosive growth.
Last month, The Wall Street Journal published “Sponsor Generated Content” about the history of hedge funds to promote a new show on Showtime. In the summer, Dell’s logo showed up on a story about the future of medicine as part of Forbes “BrandVoice.” And shortly before that, a “Paid Post” for Airbnb about the history of Ellis Island appeared on The New York Times.
The old adage “write what you know” may be a helpful guide for aspiring short story writers, but it can actually be a limiting mindset for brands that want to produce ambitious content. What companies know best will always be their products and services, but there are other topics that fall within their areas of expertise that offer far more value to consumers.
Each year for the last several, advertisers have increased their spending on content marketing, publishers have announced the formation of designated teams to produce it, and ad tech companies have raced to find new ways of measuring the impact of campaigns. In this race to the top, we’re constantly asking ourselves as an industry, “What’s working?” A common example of a nati ...