While big-name brands, from American Express and LinkedIn to Red Bull and Tesco, are aggressively building their own media engines, most small and even midsized companies lack the skills and other resources needed to consistently create and distribute quality content. The top content marketing challenges that B2B marketers at small businesses face, according to the Content Marketing Institute, are producing a variety of engaging content and producing it consistently. But they press on: 74% of those marketers said they are producing more content than they were a year ago. [Read more…]
The concept of sponsored content and native advertising sound so promising and simple, but there are plenty of ways to screw it up. Above all else, you must preserve your credibility with readers. Keep readers #1 and you can find whole new revenue streams for your niche magazine.
We recently interviewed Rob O’Regan with some of the most common questions we hear about the ins and outs of sponsored content. Rob is Editor of eMediaVitals, an online publication that serves print media executives who are transitioning their businesses to e-media. Rob has a keen understanding of sponsored content programs such as native advertising, which can provide enormous financial benefit to both print and online properties–if done right.
Here’s the highlights of our interview with Rob: [Read more…]
Why is there so much anxiety among niche magazine publishers about native advertising?
Because the blurred lines of sponsored content are making publishers constantly grapple with how to hold the boundaries between editorial and advertising within their magazines. Most everyone has heard about The Atlantic-Church of Scientology debacle by now. The debate continues about the best way to identify sponsored content.
But it doesn’t have to be that hard! We recently found this Mashable post about native advertising and were intrigued. It highlights the recent American Press Institute summit in Washington DC in September where there was much ado about native advertising. The American Society of Magazine Editors has also recently released guidelines to clarify how to identify sponsored content for your readers.