Comments on: Branded Content – The Love Child of PR, Advertising and Direct Marketing

By: blog articles

blog articles — Fri, 02 Apr 2010 11:11:47 +0000

blog articles…

Also don’ t be shy in using it, re- using it and re- using it again. At the B2B Marketing Lead Nurturing event (30 Sept 2009), John sagely reminded us that if, as marketers, we’ re totally bored by a piece of content, then the market has probably only …

By: John Tschohl

John Tschohl — Fri, 12 Mar 2010 00:51:38 +0000

You're right–when I view a link or ad on a site that I'm familiar with (local newspaper, etc.) I tend to regard it as more credible. It's just like in-person advertising and the true benefits of excellent customer service: Nothing is as powerful as a personal recommendation from a satisfied customer; people trust their friends more than they trust advertising. My friends just happen to be StarTribune.com and TIME .

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Tue, 09 Mar 2010 17:50:34 +0000

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By: mikeschaffer

mikeschaffer — Tue, 09 Mar 2010 07:43:16 +0000

Appreciate the feedback, Dana! Thank you for stopping by

I'll definitely check out Newsforce!

By: mikeschaffer

mikeschaffer — Tue, 09 Mar 2010 07:42:02 +0000

Thanks, Colleen! Do you find branded content propaganda or informative? I lean towards informative. Direct advertising at it's finest!

By: Branded Content – The Love Child of PR, Advertising and Direct … Children Me

Tue, 09 Mar 2010 04:35:59 +0000

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By: Dana Todd

Dana Todd — Mon, 08 Mar 2010 21:42:02 +0000

Hi Mike,
If you like controlling your story, there's an even more advanced way to target. Newsforce is similar to AdFusion, in that you pay for premium placement on news sites alongside the editorial news of the day. But how we're different is in the targeting options: we can literally help you display your story only if the viewer is a certain demographic or behavioral profile. Want Democrats? Got 'em. Want mommies? Got 'em. Want Alternative Medicine Seekers? You name it, we've got a way to hit them nationally or regionally in trusted news vehicles.

It's the next generation of advertorial. It doesn't come cheaply, no, but it's priced about the same or even lower than a premium banner campaign in most markets.

What we ask customers to do is focus on telling great stories. If you tell it well, people will be interested and will read more and interact more. We've seen mixed success with some PR companies - some write great stories that audiences engage with, but others don't get much attention because it reads too much like a boring press release. Our advice? Spend the time crafting a series of stories that you can test over time, to fine-tune your storyline.

Thanks for talking to your readers about storytelling media. Advertorial has been around for a couple of generations, but now that we've got digital targeting and test/measure capabilities it gets pretty exciting.

Dana Todd, CMO
Newsforce Network

By: Colleen Campbell

Colleen Campbell — Mon, 08 Mar 2010 18:56:11 +0000

Great post, Mike! Branded syndicated content is becoming more popular as companies expand their multi-channel communication strategies. Thanks for listing a great resource.