Native advertising is currently the subject of much discussion between network and media professionals. Can contemporary news sites afford to ignore this sales and readership source? Or should they hold back because sponsored content can mislead readers and violate the Press Code?
Just imagine you have cut your thumb chopping onions. Having applied first aid, you then search the Internet for ways to promote wound healing. You visit a trusted health site, and after some time, you discover a post that not only gives a good account of how the healing process works but also lists the available remedies. You're very pleased and want to rush to the pharmacy to buy this top recommendation from the article. Just as you are about to close your browser, you spot the words "sponsored post.” Checking more closely, you see the article was written by the editorial staff of the multinational corporation that manufactures the recommended ointment.
Are you happy that an expert has given you a valuable tip? Or has this post suddenly left a bad taste?
Recently, the renowned Content Marketing Institute (CMI) published the study “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends.” The study focused on these questions: What goals are businesses pursuing regarding content marketing? What are the greatest challenges involved? And asked, what recommendations stem from that knowledge?
Good planning is half the battle, and that certainly applies to the regular publication of content. Only by continuously and purposefully supplying your readers, as well as Google, with quality content can you ensure that content marketing efforts are not simply wasted.
An editorial calendar helps maintain long-term strategic content planning and implementation for websites and social media, helping to secure content objectives. In companies where several people are involved in the publication of content, an editorial calendar provides an essential overview. But even when just one person is responsible for controlling content, it offers a documented guideline that also provides internal confirmation of the scheduled publication of content.
Without a doubt, content marketing is the marketer’s tool of the Millenium. The success of any content marketing strategy, however, is truly dependent on the quality of the content and of the value the information provides to the reader. Making sure the content is useful, while at the same time focuses on the brand or product it is meant to, can often pose a real challenge to marketing teams.
For this reason, we’re giving you seven key tips for effective content, perfect for those moments when your inspiration has run dry. Here, we’re giving you the framework. You’ve just got to fill it with the right content.
It’s a mystery: Standing between two semi-trucks, an ageing action-movie star performs a hair-raising stunt to the tune of Enya’s “Only Time” in the Volvo advertisement “Epic Split.” A musician produces a song about happiness, and people from around the world start dancing in front of a camera. A little boy is saved from a dog attack when his cat bravely comes to the rescue. In no time, social networks are abuzz: “Hey have you already seen this? That’s got to be a fake! Ooh, that’s so cute.”
Whether it’s a mini Darth Vader or Apple’s 300 percent battery, everyday articles, videos and pictures pop up on the Internet that enthral and move millions of people and spread across the world like wildfire. The rules that viral messages follow are unclear: It’s hard to predict whether content will become a raging success or simply flame out. However, the creator of viral content has several options to help him set a spark that will carry his content to all corners of the world.
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