Probably not a sponsored story
Every agency with its head on straight began creating or facilitating the creation of content some time ago, and quite a few brands and publications have followed suit. Today The Washington Post added a former PR/journalist to its roster to manage a growing content production house.
Yet few can agree on what a successful piece of sponsored content looks like or on best practices for enhancing and measuring its effectiveness.
Expect the debate to continue with the help of some challenging research.