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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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In a blow for journalism purists, The NY Times' sponsored content is as popular as its editorial

In a blow for journalism purists, The NY Times' sponsored content is as popular as its editorial | Public Relations & Social Marketing Insight | Scoop.it
From pando.com - May 15, 2014 10:30 AM

At this morning’s American Association of Advertising Agencies’ public relations forum, the New York Times’ executive vice president of advertising Meredith Levien threw a cat in with the pigeons.


The Times’ sponsored content (or ‘native advertising’ depending on your preference for buzzwords) was performing roughly as well as its editorial content, Levien said. In some cases, much better. The newspaper’s interactive feature for the Winter Olympic games in Sochi, produced with United Airlines, was viewed nearly 200,000 times, far superseding a typical editorial piece. Its paid post program launched in January and it has signed on eight advertisers, with more set to join shortly.


Levien’s remarks will inevitably serve as proof for fans of sponsored content and those who consider it the intellectual apocalypse, that their side is in the right. There are two groups of people with nothing in common who have their arms in the air right now yelling “I told you so.”...

Jeff Domansky's insight:

What do you think? Decline of journalism or better advertising? Some purists are feeling like the patient is now on life support.

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The Best Branded Content of 2013

The Best Branded Content of 2013 | Public Relations & Social Marketing Insight | Scoop.it
From contently.com - January 4, 2014 9:12 AM

This piece — just like every other Best Branded Content of 2013 piece you’ll read this year — is inherently flawed.


That’s because judging the best branded content from the outside is like choosing sports awards without advanced stats — or even some crucial basic ones. Views and shares are great, sure, but they’re heavily influenced by paid distribution. Not a whole lot else is publicly available. It’s not that these stats don’t exist; it’s just that the brands (and their agencies) are the only ones with clean access to them.


As a result, you’re left relying on the eye test and personal preferences — unless you look at what “best” means in a different way. To continue the sports analogy, I don’t root for brands to create great content because I’m concerned about the revenue numbers of Oreo or Red Bull or Chipotle. I root for them to create great content because I believe that the media world is a much better place when brands are telling great stories instead of shouting at people....

Jeff Domansky's insight:

@Contently shares an inspiring collection of the year's most influential pieces of brand journalism. Many valuable lessons and a must-read for marketing, content and PR prospros. H/T @CraigSilverman 9/10

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Web Ink Now: It is all just marketing

Web Ink Now: It is all just marketing | Public Relations & Social Marketing Insight | Scoop.it
From www.webinknow.com - December 1, 2013 9:23 AM

Ah, names...


Inbound Marketing.

Content Marketing.

Social Media Marketing.

Brand Journalism.


There are a bunch of names out there for what are essentially the same thing: How creating amazing information and publishing it on the web drives action.


A decade from now I'm quite certain we won't be calling these things out as separate disciplines. It's all just marketing, isn't it?


No matter what you call it, when you understand your buyers and create something interesting to them like a blog post, video, infographic or engage on a social network it creates something that the search engines find and that people share...

Jeff Domansky's insight:

David Meerman Scott says Marketing is just marketing. Plain and simple.

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2014 will be the year of brand journalism

2014 will be the year of brand journalism | Public Relations & Social Marketing Insight | Scoop.it
From www.shiftcomm.com - November 14, 2013 9:17 AM

This is what leads me to conclude that 2014 will be the year of brand journalism....


As content marketers struggle to keep up with the demands of creating content all the time that’s high quality, increasingly they’ll look to professionals who can maintain that pace without breaking a sweat – journalists.


Brands are also realizing that they must capture their audiences’ attention, that they must take responsibility for the creation and maintenance of those audiences. Relying on the traditional media to do so at a time when traditional media is declining is folly at best....

Jeff Domansky's insight:

No surprise as brand journalism momentum grows.

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Sara Ortega's curator insight, December 1, 2013 3:29 PM

As newsrooms continue to cut staff, major journalists are leaving news for corporations like NYT tech columnist David Pogue for Yahoo.

 

So what does this mean for corporations?

 

-You are a media company and a publisher.  If you’re looking to start branded journalism make sure it to do it right.

-Get comfortable with the tools of a publisher.  Use focus groups to text out tools and platforms.

-Consider hiring actual journalists or freelancers to develop great content.  
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What Is Native Advertising? The Future Of Digital Ad Dollars Explained

What Is Native Advertising? The Future Of Digital Ad Dollars Explained | Public Relations & Social Marketing Insight | Scoop.it
From socialfresh.com - November 1, 2013 3:48 AM

Banner ads are dying.The future of online ad dollars is native advertising.Native advertising is content as the ad, specifically content that would or could normally be native to the placement of the ad. The term native advertising has risen to prominence over the last couple years and there are varying definitions. We are going to focus on three main types of native ads.Sponsored ArticlesSponsored LinksSocial Ads...

Jeff Domansky's insight:

Good read for PR and marketing types with excellent examples of each type of native advertising.

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5 Ways to Rankle an Old-School Journalist | Copyblogger

5 Ways to Rankle an Old-School Journalist | Copyblogger | Public Relations & Social Marketing Insight | Scoop.it
From www.copyblogger.com - March 26, 2014 2:31 AM

Native advertising, when used intelligently, can work incredibly well -- which is exactly why it's so controversial.


This is the first post in a series on native advertising. An introduction, if you will.


One that states from the start that there is controversy.


Why approach a series this way?


Simple: Native advertising is probably one of the least-known scalding-hot topics in the business world.


In fact, few business people can even define native advertising. And those outside of it are clueless it even exists (we’ve got the data to prove this — will share later).Yet media research group BIA/Kelsey predicts that by 2017, brands will spend $4.57 billion on social native ads....

Jeff Domansky's insight:

Try to define it or call it what you like but native advertising is poised to disrupt and impact marketing forever.

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Coca-Cola's storytelling: three lessons on content marketing and creativity

Coca-Cola's storytelling: three lessons on content marketing and creativity | Public Relations & Social Marketing Insight | Scoop.it
From econsultancy.com - December 8, 2013 2:37 AM

Last year, Coca-Cola launched the Journey website as its own media outlet, using an editorial, image-heavy format.


Fuelled by the brand's Content 2020 plan, the redesign was described as 'the most ambitious rethink of Coca-Cola’s web properties' since it launched the first website in 1995.


The company has gone from being declared 'creatively bankrupt' by a chief exec in 2004 to being named Creative Marketer of the Year at Cannes in 2013.


But the brand hasn't stopped there. One of its goals is to 'kill the press release', reducing the number of press releases by half by the end of this year and wanting them gone entirely by 2015.Another recent development is the launch of its own blogger contributor network, similar to LinkedIn's Influencer programme, but focusing on new talent instead of 'big names', called 'The Opener'....

Jeff Domansky's insight:

Coca-cola's content marketing strategy takes hold and shows several important lessons.

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Mobilizing Employees To Become Brand Journalists

Mobilizing Employees To Become Brand Journalists | Public Relations & Social Marketing Insight | Scoop.it
From newsroomcmo.com - November 19, 2013 9:18 AM

We love to hear good stories. You probably know “that guy” who commands the attention of everyone around him during a dinner party when he’s telling a story. He’s always with an entourage of people laughing and agreeing with just about everything he says. This might explain why when someone is telling you a good story, you may not even realize it. You are too fascinated with the actual story itself. That’s the power of a well-told story.


From a brand standpoint, storytelling allows a company to be “human” and being human is about having a real, honest connection with people, being transparent, responsive and above all accessible. We can all thank social media for that.Your brand must empower employees to become storytellers, or rather brand journalists. Here’s why:...

Jeff Domansky's insight:

Brand journalism is much more than employees tweeting or sharing company news on Facebook.

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Mr Tozzo's curator insight, November 19, 2013 9:48 AM
Mobilizing Employees To Become Brand Journalists
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Managing the Increasingly Blurred Line Between Editorial and Advertising

Managing the Increasingly Blurred Line Between Editorial and Advertising | Public Relations & Social Marketing Insight | Scoop.it
From www.inc.com - November 5, 2013 9:06 AM

How can publishers and advertisers survive in today's economy?


Only 6% of the 18-24 population read newspapers; the majority of newspaper readers in this country are in their fifties and sixties. Audiences for CNN, MSNBC, and Fox News pull in viewers with a median age of 60 or above, according to media research company Nielsen.Websites like Yahoo News and Huffington Post pull more traffic than CNN.com or The New York Times website. In two years, Buzzfeed (designed to stimulate social media with listicles: "25 Crazy Things...") has nearly tripled its monthly unique visitors, from 4.3 million to 19.3 million.


Traditional news has lost young people, the gold standard for advertisers....

Jeff Domansky's insight:

Is it native or is it advertising? Challenging times for new and old publishers.

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