TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Content

STUDY: How Effective Is Content Marketing? Not Very!

CONTENT!!

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.

Read more

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now! 

Digiday’s Sternberg to Run Sponsored Content for The Washington Post

JOSH_300x250This morning we learned that Josh Sternberg will leave his position at one of our favorite blogsDigiday, to run native advertising operations at The Washington Post’s Brand Studio.

Here’s what you may not know: while Sternberg’s most recent role was Senior Editor of Digiday’s own sponsored Content Studio (and he has been reporting on the site for some time), he was once a PR guy specializing in media relations and strategic comms.

As he told PRNewser co-founder Joe Ciarallo back in 2009, he leveraged his experience at RLM and Stanton Crenshaw (now Crenshaw Communications) to launch his own shop called Sternberg Strategic Communications before moving into journalism in 2012.

Read more

Remember Parkour? ESPN SportsCenter Does.

Because it’s a Monday and everyone’s still hungover from Cannes and the most crushing tie in World Cup history, here’s ESPN SportsCenter’s attempt to go big on that “shareable content” concept with the help of a French acrobatic trend that hit its peak almost exactly a decade ago.

Behind the scenes brand placements? Check. Impressive physical stunts? Check. ”Guest appearances by former NBA star Rip Hamilton, University of Connecticut’s mascot Jonathan the Husky and SportsCenter anchor Steve Levy?” Check. The rebrand did its job, because before we watched it we might not have been able to tell you whether SportsCenter was still on the air.

(Creative work by Contagious/Shareability, the YouTube-focused production company behind some of your favorite recent viral hits.)

STUDY: 90% of Content Marketers Lack Confidence in Their Data

big ass data

A recent study released by software provider/publisher of excellent hack-turned-flack editorials Contently combines two of the hottest topics in PR today: data and original content.

As our headline notes, the vast majority of participants in the study aren’t comfortable with the relationship between the two: 90% say they aren’t sure that they’re measuring the success of their material effectively and a small but still surprising 7% aren’t measuring it at all.

Read more

Coldwell Banker, BuzzFeed Pair Up for Sponsored Content Series

Coldwell Banker

A couple of weeks ago, a BuzzFeed listicle that looked a whole lot like a paid placement for Target inspired a bunch of journalists on Twitter to ask for some clarity as to what is and isn’t sponsored content.

We’ll soon have another example of the strategy in action: today real estate brand Coldwell Banker announced a partnership with everyone’s favorite kitty-pic-factory-turned-real-news-source.

What will this partnership entail?

Read more

Social Media: One Place to Find Technical, Sales Writing Gigs

Technical and sales writing does not carry with it the romantic image of sitting in a cafe in Paris, the excitement of chasing down a lead or the somber atmosphere of writing poetry on a rainy day. But it does allow for a starting point in writing for companies and brands, not to mention a means of a steady income.

Amanda Layman Low did not picture herself working in technical writing for a sales consulting company, but now that she’s there she recommends it as a career option for all writers. For those who may not have considered the option of writing copy for brochures, manuals, PowerPoint slides, etc., Layman Low says you should “dip your toes in” as there will always be a need for technical writers. She writes:

Google technical writing jobs or sales writing jobs. The company I work for is a sales consulting company, but most corporations have their own in-house writers and contractors who provide content for training, presentations and other corporate materials.

If you’re interested in pursuing technical writing, one place to start is social media. Layman Low applied for her current position by seeing the status update of a friend of a friend and recommends mining social media for job opportunities.

For more on technical writing and what it means for you as a writer, read: The Case for Breaking Into Technical Writing.

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

 

New Venture from The Onion Has Your Clickbait, Native Ad Needs Covered

clickhole

7 pricks

You already know The Onion for its mastery of satirical news pieces, but this week everyone’s favorite source for clever headlines launched its own take on the trend that everyone in media loves to hate: clickbait.

Clickhole, which launched today, isn’t quite as dirty as it sounds: it’s an assortment of spots with almost-believable, made-you-click headlines like “16 Pictures of Beyonce Where She’s Not Sinking in Quicksand” and our personal favorite pictured above–all presented in a style that might just remind you of a certain site whose writers really, really love shopping at Target.

Clickhole isn’t just about the LOLs, though–it’s also primed to be a major native ad platform along the lines of Obamacare-loving content studio Onion Labs.

We asked The Onion president Mike McAvoy (who recently discussed content strategy with Mediabistro’s own Valerie Berrios) what Clickhole is all about–and what role branded content plays in the venture.

Read more

Frank & Oak CEO Discusses Its New Branding Tool: Owned Print Media

Logo-Frank & Oak Oak horizontal

No, that headline isn’t a joke: Frank & Oak, a Montreal-based men’s fashion/lifestyle brand that came into the world as a digital business, recently decided to put its brand in print.

The project launched at the end of May, with the first issue of biannual magazine Oak Street available for purchase online and at select coffee shops and other venues. The premiere contains editorial pieces on everything from the expected (men’s fashion) to the very unexpected (trends in humane fishing and artisanal coffee) with more on the blog.

For context, Frank & Oak has received quite a bit of media attention from both general publications and tech blogs since launching in 2012 thanks both to its status as a mobile commerce-turned brick and mortar retailer a la Warby Parker and its custom apps.

The decision to launch a lavish print mag feels especially unusual for such a forward-thinking business. We asked Ethan Song, CEO and co-founder of Frank & Oak, to explain the strategy behind it.

Read more

BuzzFeed Forces Us to Ask, Again: ‘What Is Sponsored Content?’

Last night on Twitter, quite a few journalists shared this link along with their general “WTF, LOL” responses.

Target BF

If you don’t want to click on it, we’ll summarize: it’s a BuzzFeed listicle summarizing 16 ways in which shopping at Target is just so totally awesome–and did you know you that you can save a little more money with these super-secret tricks?!

The question: is it paid media? The answer: apparently not.

Read more

Waggener Edstrom Explains Its New Content 2.0 Strategy

shutterstock_145652603

We believe that content is our future; it’s already leading the way.

A major firm launching its own related studio/operation isn’t necessarily earth-shattering news at this point, especially since the big names have reached a sort of consensus regarding the value of original content creation in differentiating one’s services.

Yet the trend continues to evolve. Waggener Edstrom is the latest firm to announce the roll-out of its own full-service offering under the Content360 heading.

We recently spoke to WE advisor/project manager Hava Jeroslow to get some perspective on what makes Content360 different.

Read more

NEXT PAGE >>