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In the world of paid vs. earned vs. owned media, things are about to get very interesting. Coming this week, as part of a massive overhaul of its print and Web properties, Forbes will unveil what it’s calling “AdVoice”—essentially, a paid blogging platform for companies, non-profits and other organizations that will reside alongside its editorial content on Forbes.com, and presumably, within its organic search results, as detailed by AdAge this week.
While reading about this new blend of paid/earned media, I was fascinated by the potential branding and content-development opportunities, particularly the content’s prime placement within Forbes’ vaunted editorial landscape, something that has traditionally been off-limits. Also of interest is how these paid company blogs will play into Forbes’ SEO and search results, which at nearly 20 million unique monthly visitors (according to Forbes’ internal analytics), is both large and influential. Continue reading