Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me. As long-time readers of this blog know, I generally like the idea of content marketing.

Content’s Evil Twin: Advertorial

B2B Memes

In other words, an advertorial. When I was in traditional publishing, I fought to set limits to advertorials, but ultimately had to tolerate them. In my liberated state, though, I can finally say it: Advertorials are evil. When I say advertorial , I’m not talking about all sponsored content that appears in a publication. Well, advertorial is like an evil twin, lurking in a vague netherworld between or above or below journalism and content marketing.

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Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

That’s never more true than when he writes about content marketing, as he did last Monday. DVorkin describes AdVoice as an outlet for content marketing, which he defines as “brands using the tools of digital media and social sharing to behave like original-content publishers.” But content marketing itself doesn’t worry me. As long-time readers of this blog know, I generally like the idea of content marketing.

Branded content just another shade of fake news?

Biznology

A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. It created a limited, but specialized and highly-engaged inbound market where relationships were built based on trust and shared interest. Much of it is nothing more than thinly-veiled traditional market messaging delivered through a new channel.

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Have Marketers Killed This B2B Golden Goose? The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers gained significant adoption as a content marketing tool concurrent with the rapid growth of new technologies that often required explanation or context for non-technical buyers. Market Analysis?

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How to Drive Engagement and Conversions Through Content Marketing

BenchmarkONE

More than 80% of people have purchased a product or service as a result of consuming business content, according to a study by Clutch. People in different parts of the sales funnel consume different types of content. So, how can your business format its website and content to both engage and sell? This article shares tips for moving prospects through the sales funnel using content marketing. Align Content With the Customer Journey. Interest-stage Content.

Content Marketing Results: Landing Pages Rule

Writing on the Web

You can’t get results from all the content you’re creating and publishing on your blog, e-newsletter, social media sites, unless eventually you send people to a landing page and ask them to take action. Otherwise, you may be creating a great brand, great thought leadership, great content… and so what? Landing page definition: An attractive, compelling page: Published on the Internet that is. Landing Pages: Where to Publish Your Advertorial.

Research Maps Spending on Content Marketing

B2B Marketing Directions

Image Source: The Branded Content Project/Borrell Associates Inc. billion on content marketing this year, according to new research commissioned by The Branded Content Project. In 16 business categories, the use of content marketing is nearly ubiquitous, and it accounts for between 45% and 66% of the total marketing budget. In mid-2020, The Branded Content Project engaged Borrell Associates Inc. billion on content marketing in 2019.

This Is What Content Marketing Looked Like in the 1800s

Contently

A few years ago, we published an article about the esteemed magazine, looking at how it’s managed to stay relevant in print even as digital outlets started to dominate. In marketing circles, The Furrow is a legendary entity, the Adam of brand publishing. Recently, as I searched through old emails, I realized there were a lot of insanely cool editions that we never published in the original piece. Brands content marketing history John Deere The Furrow

15 B2B case studies show how content marketing drives ROI

Biznology

70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ). 35% say they have a documented content strategy (source: Content Marketing Institute). Content marketing is more important to B2B businesses. They show how content marketing drives ROI with B2B businesses who: Know their audience. Don’t create content for the sake of creating content.

Why Cisco Is Hiring Over 200 Content Marketers

Contently

Last November, Cisco surprised the tech world with an unexpected round of layoffs: Over 100 people from global marketing and corporate communications were let go. The move was positioned as an organizational consolidation under new CMO Karen Walker, but, in truth, it had to do with a much more strategic aim: refocusing Cisco’s marketing on content. “Her vision is to be a leader in real-time personal marketing communications.

The Intersection of Content Marketing and Advertising

Digital B2B Marketing

In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value. But how do marketers reach a large audience with their content? Major publishers continue to have audiences that dwarf those of nearly every marketer, relying on just their own audience isn’t enough. Does your content measure up?

Hire a Legal Writer: 8 Experts for Any Content Marketing Budget 

nDash

Marketing communications writer, strategist and leader who views the world through the eyes of a storyteller. I believe that as marketers and communications, we have a unique opportunity to help our organizations tell stories – in writing, through video, through pictures and sound.”.

4 Industries That Are Thriving (and Ramping up Content Marketing) Post-COVID

ClearVoice

4 industries that have major content marketing potential. Here are four industries that are seeing major growth, and hiring marketers and communications staff as they go. Social media marketing campaigns. Influencer marketing programs.

Why Cisco Hired Over 200 Content Marketers

Contently

Last November, Cisco surprised the tech world with an unexpected round of layoffs: Over 100 people from global marketing and corporate communications were let go. The move was positioned as an organizational consolidation under new CMO Karen Walker, but, in truth, it had to do with a much more strategic aim: refocusing Cisco’s marketing on content. “Her vision is to be a leader in real-time personal marketing communications.

Can Focusing on Content Marketing Help the ASJA Survive?

Contently

In 2014, ASJA used its regional Chicago Content Connections conference to connect with diverse journalist groups, such as the National Association of Black Journalists (NABJ) and the Asian American Journalists Association (AAJA). Forging a path into content marketing. She was responsible for launching the the first regional conference in 2013 in Chicago, called Content Connections, which focused entirely on content marketing.

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Infographic: A Brief History of Content Marketing

Contently

People often talk about content marketing like its the flashy new gadget in a marketer’s toolbox. While the practice has skyrocketed in popularity over the past few years, the principles of content marketing have been around for centuries. And it would do the savvy content marketer good to have a few classic examples to bust out at parties—or, at the very least, strategy meetings.

Rethinking the Role of “Advertisers”

B2B Memes

” It should be required reading for every B2B journalist and publisher. In a twist we’ll see more of — another reason Quartz is worth watching — these advertisers are creating their own content for Quartz readers, through something called “Quartz Bulletin.”. Atlantic Media seems to have accepted what Lewis DVorkin keeps telling us ( most recently last Thursday ): Content is content, whether it comes from an editor or an advertiser.

Content Marketing Tools Series #4 Outbrain

Ambal's Amusings

Content Marketing Tools Series #4 Outbrain. Helping Readers Discover Interesting Content. One of the biggest challenges faced by Marketers is in driving the right audience to content efficiently. Outbrain, founded in 2006 and headquartered in New York powers content recommendations helps people discover great new content to read online. Driving Traffic : Outbrain helps in bringing traffic to your great content.

Rethinking the Role of “Advertisers”

B2B Memes

” It should be required reading for every B2B journalist and publisher. In a twist we’ll see more of — another reason Quartz is worth watching — these advertisers are creating their own content for Quartz readers, through something called “Quartz Bulletin.”. Atlantic Media seems to have accepted what Lewis DVorkin keeps telling us ( most recently last Thursday ): Content is content, whether it comes from an editor or an advertiser.

Welcome To The Age Of Ad Blocking

Marketing Insider Group

Ad blocking has been a super hot topic in marketing this year. And become the hottest topic in marketing the last week or so as Apple released the latest mobile OS for iPhones and iPads that allows mobile ad blockers. And it’s a big threat to publishers around the world who are reliant on those ad impressions to sell banners and sponsorships. And getting more and more attention by the marketing and media crowd. Ad Blocking Hurts Publishers.

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The 2 Rules of Sponsored Content

Marketing Insider Group

Welcome to my 2nd day coverage of Content Marketing World. Yesterday we covered the content quantity vs. content qualit y debate. Today, i am participating on a panel discussing Sponsored Content. There’s a lot of debate these days around sponsored content and the more recent term of “native advertising.”. Many like to point out that sponsored content is nothing new. Advertorials have been around for a long time. For publishers?

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Sales & Landing Pages Using Wordpress: Learn How

Writing on the Web

We’ll show you how to easily publish pages using your Wordpress platform. Want to learn more about this great $37 product that makes landing pages easy to format and publish? Landing Pages: Where to Publish Your Advertorial. If you want to learn about formatting sales and landing pages using Wordpress , please register for the free Webinar I’m hosting Thursday, June 24, 2010 at 4 p.m.

Landing Pages: Get Readers to Take Action

Writing on the Web

You can’t get results from all the content you’re creating and publishing on your blog, e-newsletter, social media sites, unless eventually you send people to a landing page and ask them to take action. Otherwise, you may be creating a great brand, great thought leadership, great content… and so what? Landing page definition: An attractive, compelling page: Published on the Internet that is. Landing Pages: Where to Publish Your Advertorial.

Business Blogging: 4 Ways to Have Fun and Profits

Writing on the Web

(Vacation time, so here’s another guest post, this one by Susan Long, freelance marketing consultant.). Newspapers today always need lots of content. Many businesses buy “advertorial” space in newspapers – space that looks like a story but is a paid ad. This is where you write articles but they get published under the name of the blogger who pays for the work. Blog Marketing: How Readers Find Your Business.

Rant: The Problem with Formatting Sales Pages.

Writing on the Web

The real problem with sales landing pages is the formatting , and getting it to look like a professional did it, one with cool marketing savvy, along with the latest hip graphics. Landing Pages: Where to Publish Your Advertorial. Even when you’re giving something away, for FREE, you’ve got to write good “sales&# copy that spurs people into action.

Create Wordpress Sales Pages: Learn how this week

Writing on the Web

So I wrote the sales copy, added a few graphics, and hit publish. Landing Pages: Where to Publish Your Advertorial. Video Content Marketing: Learn how to create video. Tags: Content Marketing content marketing with blogs Suzanne Bird-Harris using Wordpress for landing pages Wordpress as a website Wordpress sales pages wordpress teleseminars Do you need to create professional looking sales or landing pages?

So what is native advertising?

Biznology

Long Story Short: Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own. In many ways, native ads put a media blindfold on its visitors, turn them around until they get dizzy, and then set them off to paid for and sponsored content.

Brand Journalism Trend Heats Up in UK

B2B Memes

journalists moving into content marketing ) is more than theoretical. Though Burrell uses never names it as such (a “web version” of “customer publishing” is the closest he comes to labeling the trend), it’s clear from his opening that he’s talking about content marketing: “Get used to it. The big publishers of the future may no longer be the news organisations of old but companies that want to sell you stuff: shoes, gadgets, holidays.

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Marketing With Content: The Next Step for Brands

Contently

I have done hundreds of interviews in the eight years that have passed since I co-founded Contently. And every time, without fail, the interviewer asks me, “What is the definition of content marketing?” ” Over the years, I didn’t care much about the answer because the term “content marketing” was always pigeonholed. Since it rose to popularity in the early 2010s (I thank the good folks at Content Marketing Institute!),

When Facts Fall Short: Why Brands Need a Point of View

Contently

Almost four years ago, The Atlantic published a native ad, sponsored by the Church of Scientology, titled “David Miscavige Leads Scientology to Milestone Year.” Since 2013, the incident has served as an interesting learning experience for content marketers. It was a fairly standard advertorial, presenting the facts (or “facts”) a brand wants the consumer to know. There needs to be some emotion for the content to resonate.

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The B2B Marketing Guide to Paid Content Distribution

Digital B2B Marketing

Forrester recently released a report pointing out the failure of most content marketers to plan for adequate content distribution. Marketers are slaving over content today, but almost no one sees that content. Optimizing your content for search and distributing it through your own social and email channels is just the starting place. For most B2B marketers, it isn’t nearly enough. Start incorporating content into your advertising.

The Dark Future of Native Advertising

Digital B2B Marketing

Native advertising, and specifically native publishing programs, will struggle in the future. It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. First a quick definition of native publishing.

19 New Featured Sources on the B2B Marketing Zone

Webbiquity

The B2B Marketing Zone has really taken off over the past few months with the recent addition of numerous great bloggers. For those not familiar with it, the B2B Marketing Zone (a.k.a. the BMZ) was officially launched a year ago as the first content aggregation hub for leading business-to-business bloggers. CK’s B2B Blog ( SMS Mobile Marketing Mix Audience ). Great B2B Marketing Stats (in a GREAT format!) , June 13, 2010.

How to Promote Your Content Using Paid, Earned & Owned Media

Hubspot

To read more content like this, subscribe to Insiders. Some people think content promotion isn’t complicated. It’s just making sure content is optimized for the search engines, sent to an appropriate email list, and then broadcast it socially, right? For example, a bee keeper just getting started with inbound marketing might see results faster than a new marketing agency, since marketing as an industry is highly saturated with content.

What is a MAT Release?

Brandpoint

MAT release, matte release, syndicated content, advertorial — however you spell or say it, this PR tool is meeting the needs of the shifting landscape of America’s newspapers and media outlets. The MAT release is a branded, consumer-facing article that is distributed to a network of print and online news publishers. MAT release companies partner with news publishers to form their media networks that agree to publish the MAT articles as sponsored content.

Native Advertising Still Massively Misunderstood

Outbrain

Native advertising is: a) Another word for advertorial or sponsored content; b) Brand production of content marketing assets; c) Distribution of advertising that is embedded directly into an editorial content feed. Native advertising is successful: a) If it appears in highly viewable, prominent placements; b) If it is clicked and drives traffic to your ad or content landing page; c) Depending on your business goals, KPIs and measurement metrics.