The Financial Times

  • Europe: The Next Big Content Marketing Frontier

    … publishers like the Financial Times, the Guardian, The Economist, and many more. These financial companies are ready to dive into ambitious longform storytelling and multimedia projects capable of truly winning over audiences. And they’re prepared to talk about complex topics like asset allocation, international economics, Asian e-commerce, digital…

    Brett Lofgren/ The Content Strategistin Content- 16 readers -
  • Why You Need to Stop Using the Term ‘Brand Journalism’

    …. As Jay Rosen, author of the PressThink blog and professor at New York University, explained to Contently: “Content marketing with informational value is addressed to the customers. (Current and potential.) Journalism is addressed to the public.” Rosen is no ardent alarmist about sponsored content or native advertising, either; he’s a defender…

    Sam Petulla/ The Content Strategistin Content- 19 readers -
  • If Measuring Pageviews is Dumb, Buying Them is Even Dumber

    … paid content distribution sold based on the time people spend with the content once they click? There’s some precedent here. The Financial Times recently started selling ads based on the amount of time readers spend with them in-view. “Are we honestly saying that there’s no difference to the brand between one second of exposure and five seconds…

    Joe Lazauskas/ The Content Strategistin Social- 14 readers -
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