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Posts Tagged ‘branded content’

The Future of Content: Takeaways from the Council of PR Firms ‘Content Frenzy’ Event

CONTENT!!!

  • Content is the future of public relations—but do we really want to enter such a “shitty business?”
  • Content is the best way to reach the audiences our clients value most—but we can’t follow the media industry “over the cliff”
  • Our core competencies are in storytelling and earned media, and we should “think like editors”—but we have to demonstrate real-world value to our clients or we’re toast.

Confused yet?

The Council of PR Firms‘ 2013 “Content Frenzy” Critical Issues Forum was nothing if not contentious. During the event’s opening panel moderated by Ogilvy CEO Chris Graves, BuzzMachine founder/media critic Jeff Jarvis and WebbMedia Group CEO Amy Webb encouraged attendees to forget everything they thought they knew about “content” and stop trying to view PR as the new journalism, because:

His point? PR is all about “relationships”, not “creating more crappy content”, so we should stay away. And he didn’t let up.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

POLL: Should Publishers Use Editorial Staff to Create Sponsored Content?

How does one go about making sponsored content that doesn’t stick out like a sore thumb? A few bold publishers are answering that question by turning to their own in-house editorial teams to get the job done.

Mashable has been writing posts for sponsors for some time, but Ad Age points out a more interesting case study: Mental Floss founder Mangesh Hattikudur’s U.S. Open live-blog/trivia session post, sponsored by IBM.

Hattikudur notes that IBM did not approve the content before publishing—and he’d planned to cover the event regardless.

The point is that content created by a publisher’s editorial staff will feel more authentic and therefore bring more value to the sponsor as readers grow increasingly skeptical of advertorials.

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The Washington Post Jumps on the ‘Brand Journalism’ Train

Paid content–it’s not just for blogs anymore! The Washington Post, currently known as the sad husk of one of our nation’s most influential and respected newspapers, just launched “Brand Connect“, which its editorial team describes as “a platform that connects marketers with the Washington Post audience in a trusted environment”. In other words, paid content. Sponsored posts. Native advertising. Brand journalism. And it’s not in a special advertorial section–it’s on the paper’s home page.

We could all see this coming, of course: print ad revenue at the Post has reached record lows. Sure, we still encounter the occasional impressive Game of Thrones promo printed with ink on honest-to-God paper–but print advertising should probably consider intensive therapy at this point.

You may ask why this is news, because lots of other publications do the very same thing.

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