Content Marketing Fortnight VI: Drew Barrymore A Content Marketer?

What’s happening (that’s important) in the world of content marketing? This is your fortnightly round-up of the best of the best stuff online for marketers who think about content; for the previous “Fortnights”, go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the first one. Get this curated newsletter in your inbox every other week – send me a mail.)

"Lost Content" a new frontier
Many content marketers (OK, all content marketers) struggle to budget and produce all of the content that they wish they could. Mark Carroll of TMW makes a compelling case for an overlooked bounty: Archived and making-of content that’s sitting on many companies' servers; he calls it Lost Content. His deck:

Let Google+ distribute your content
Content advertising’s time has come when Google’s adopted it. Now Google plans to allow brands to take content (say an image) from their brand Google+ page and package it up into ads across their display network. It’s a simple, off-the-shelf content advertising play, backed by Google’s huge digital reach. Will this enliven Google’s morose social product? For marketers, maybe. For users, maybe not.

PR Industry PRs content marketing

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Native Advertising: Worth Pursuing

Forrester analysts are encouraged to “make the call” and here’s a call that is sure to invite some heated disagreement (native advertising has a way of doing that).

Today my report about native advertising came out and, if I had to bottle up the recommendation of the entire report in a two-word slogan, this would be it: Worth pursuing. That’s not “pour all your advertising dollars into it”, “go hog wild!” or any variant on that theme. By “worth pursuing”, I would say that it: a) is a very imperfect tactic, b) holds great promise, and c) requires some experience to get right.

(First of all, if you’re not sure what native advertising is, quickly go here [definition] or here [examples]).

Let’s start by assessing the promise of native advertising. What’s so great about it?

From a marketer’s perspective, the opportunity to go from a position “next to the show”, “interrupting the show” or “between the shows”, to “part and parcel of the show” is extraordinary. The church/state editorial wall that media outlets have trained advertisers to respect has become porous, and it’s the outlets themselves who are pounding holes in it (most recently, the New York Times). That change should not be underestimated.

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Will Native Advertising Be A Tragedy Of The Commons?

One thing can be said definitively about native advertising: It is poorly understood.

  • It’s advertising, but shouldn’t act like it (even though it should definitely be labeled as such).
  • It’s like advertorials, but also far more than that – just as media sites are more than web newspapers.
  • The media world loves it and loathes it. Bob Garfield famously compared it to islands of bird poo at an FTC workshop in December. But most publishers are ramping up their native advertising.
  • Readers say they have been misled by it, though millennial-friendly media titles like BuzzFeed, Mashable and Gawker are doing more and more of it.
  • Lastly, when a committee of the best and brightest in native advertising sat down together to define it, they settled on six different types, or categories.
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Content Marketing Fortnight V: A time for branded data, surveys, reports and playbooks

What’s happening (that’s important) in the world of content marketing? This is your fortnightly* round-up of the best of the best stuff online for marketers who think about content; for the previous “Fortnights”, go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the first one. Get this curated newsletter in your inbox every other week – send me a mail.)

IAB publishes content marketing primer
Set up simultaneously with its native advertising task force (see below), the IAB’s content marketing task force has produced a content marketing primer. It is by no means sexy or compelling for content marketing practitioners, but it does give them a succinct, 6-page tool to explain the basics of content marketing (as well as a tacit endorsement from the IAB) for stakeholders.

IAB drops native advertising playbook same day as FTC workshop

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Content Marketing Fortnight IV: Some content marketing insecurity

What's happening (that's important) in the world of content marketing? This is your fortnightly round-up of the best of the best stuff online for marketers who think about content; for the previous "Fortnights", go to the bottom of the post. (And for more information about what the Content Marketing Fortnight is, see my intro from the first one. Get this curated newsletter in your inbox every other week? Send me a mail.)

Stealing content is in fact a crime
Blogger Mark Schaefer caught Verizon brazenly stealing his content (reprinting in full with no attribution, compensation or permission). It’s one of only instances of content theft he’s seen. Go ahead and curate content, but – by all means – attribute the source and don’t plagiarize it.

Content distribution space gets reaffirmation
OneSpot announced a recent $5+ million funding round to fund its mission to help businesses with a real, and common, problem: Getting their content in front of prospective customers. This is just the latest harbinger of a growing market for content distribution. Watch this space.

B2B buyers actually have emotions

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Rise of the Content Distribution Space

This morning’s announcement by OneSpot – a company that helps marketers place their content in front of relevant buyers through display advertising – of series A financing to the tune of $5.3 million may pale next to recent multibillion IPOs and valuations, but it says a lot about a new space opening up: content distribution.

While OneSpot and Resonance HQ (which offers a similar service) drive content engagement through banner ads, native advertising or sponsored content puts branded content straight into digital publishers’ editorial mix (often with “sponsored by” or “sponsor content” next to it). Vendors like Outbrain, Taboola, AdBlade, Sharethrough, LinkSmart, Nativo, Media Voice and AdsNative are vying for a $2 billion per year native advertising market that’s growing by as much as 20% year on year.

Add to this the plays by Facebook, LinkedIn, and Twitter that allow marketers to purchase visibility for their content in certain users’ timelines. For both Facebook and twitter, this is their only source of revenue for a growing proportion of mobile users, and it looks like Wall Street may be rewarding them for this mobile-driven success.

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Content Marketing Fortnight III: On acquisitions, trust and beauty

Here’s your fortnightly round-up of the best of the best stuff online for marketers who think about content. (For more information about what the Content Marketing Fortnight is, see my intro from the first one. And, if you want to get this curated newsletter in your inbox every other week, send me a mail.)

Content marketing’s shot heard round the world
Nothing affirms a new approach to marketing more than the big-ticket acquisition of a technology company enabling that approach. Thus Oracle’s acquisition of content marketing software platform Compendium lit up the content marketing world this month. What will come of this? For one, vendors in and around the content marketing space will try to add Compendium-like features (if they don’t already have them). And the “content is a business asset” argument will get a big boost.

Beauty: Not vanity, but business

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Great Content Is Not Enough

There’s a serious, but neglected, problem at the heart of content marketing.

Marketers and agencies have invested large sums to create quality content, but – in many cases – it’s not getting discovered. Audiences are neither finding nor sharing it. It’s not going viral. It’s not going anywhere. One CEO at a company that helps with distribution told me how he finds new clients: He looks for brands on YouTube with great videos but miserable viewing numbers. “Not hard at all,” he said.

How did visibility become such a problem?

Agencies, bloggers, and search experts counsel marketers to publish truly great content, regularly, to win search rankings and social shares and thus draw traffic. For many marketers, however, that organic discovery isn’t happening as quickly or reliably as they need.

Outgoing Content Marketer of the Year Joe Chernov (VP of marketing at Kinvey, and previously VP – content marketing at Eloqua) told me:

Marketers always ask me how to make more or better content, and it’s almost always the wrong question. The right question is: “How do I get my content in front of the right people?”

That will include paid placement and amplification, but it turns out this kind of promotion is only one part of a multiphase approach.

I just published a report on distribution of branded content. A few remarkable findings:

  • Brands can actually step down content production and step up distribution to get better results.
  • An ecosystem of vendors have cropped up to help marketers drive distribution of branded content.
  • The most effective promotions often come from doubling-down on past successes.
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Content Marketing Fortnight II: Advertising is...unclear

Here’s your fortnightly round-up of the best of the best stuff online for marketers who think about content. (For more information about what the Content Marketing Fortnight is, see my intro from the first one. And, if you want to get this curated newsletter in your inbox every other week, send me a mail.)

Advertising is _______.
The head of the IAB comes late to the party that is advertising’s identity crisis. In all truth, I think he’s done a good job of summarizing some tectonic shifts:

Digital technologies have put the very definition of advertising and marketing up for grabs. Now, when a marketer asks for a new campaign, the response from the team is literally a question mark.

At the forefront of those shifts: An idea that advertising should be more useful and valuable. Content marketing winds are blowing down Madison Avenue.

How do VCs value content marketing
An interesting article in VentureBeat shares compelling analysis of VC investment in the content marketing space. Six investment buckets emerge. It’s worth noting that the top four relate specifically to helping brands get broader distribution for their branded content messages. (NB! I have a report coming out next week about distribution of branded content).

Branding e-singles

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"Who paid for this content?!"

Imagine this scenario:

Only days before the New Hampshire primaries, an article appears on the Des Moines Times-Courier website: “Candidate Chris Christie Hiding Past As Exotic Dancer,” and quickly goes viral, appearing in millions of Twitter streams, Facebook feeds, and email inboxes. Most people see the headline and shake their heads – “Politicians!” As a result, Christie loses the New Hampshire primary, even though the New York Times had revealed that the Des Moines article was a piece of native advertising paid for by a competitor. Christie’s campaign crumbles – from presidential favorite to footnote.

This is the kind of native advertising horror story that’s got old-school journalists hiding under their beds. They ask: “What happens when people don’t know who paid for the content?”

The example, and any horror story like it, is hyperbolic. It’s not going to happen. (And if politicians wanted to tar an opponent, there are far slicker ways to do it.)

In fact, native advertising’s been going on for decades. The original soap operas were native advertising. So are those boring “Invest in Tackyvania” inserts in The Economist.

The journalists and editors are worried about the skyrocketing popularity of native advertising online for a couple of reasons:

1)    Online, it’s often not clear what’s a native ad and what isn’t.
2)    They worry about how it reflects on their editorial content (and authority).

An Advertiser Paid For This Content

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