Publishers who built content studios and embraced content marketing are facing slimming margins and demands for hard metrics.
One thing that more publishers could be doing to attract advertisers’ content marketing spend is offer up access to their editorial staff.
In a survey of marketing executives at the Digiday Content Marketing Summit last month, 43 percent of marketers said access to editors is a determining factor in deciding what publishers to partner with.
In general, advertisers prefer working with editorial writers because they produce high-quality content, are more trusted by readers and can more easily align the advertisers’ message with the site’s existing content. However, not all editorial staffers jump at the chance to work on projects for content studios. One staff member told Digiday in an earlier interview they were thankful, “We don’t have to do some of the terrible work they have to do.”
Getting editorial staff to contribute to to advertisers campaigns isn’t a new phenomenon. Many publishers like Conde Nast and Mental Floss have a history of editorial staffers chipping in on advertisers’ projects. Recently Refinery29 began pitching its staff and having them mingle with advertisers.
Smaller publishers engaging in content marketing like Food52 have included editorial access from their inception due to necessity rather than choice. With smaller teams, Food52’s limited resources meant it never separated its teams creating editorial content and ads.
By having editorial staffers contribute on content marketing campaigns, in addition to attracting advertisers, publishers might be hoping to alleviate their content studio’s rising production requirements. Work involving editorial staff can also develop deeper relationships between publishers and marketers. Quartz found that by using its editorial teams to create new, branded products, it was able to secure year-long contracts that it then used to fund other projects.
As publishers increasingly bet on content marketing for future revenues, more publishers could be inclined to ask their editorial staff to pitch in.
Can Snap make it as an AR company?
The real question Snap faces is whether adding AR elements to its platform will help it continue growing in the face of competition and uncertainty.
How NFTs could evolve for brands — now that marketers know what they actually are
NFTs are finally growing out of crypto novelty into next-gen loyalty tools. Tyler Moebius, founder and CEO of SmartMedia Technologies, explains where else they can go.
Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
The ‘retirement’ of M&M spokescandies raises questions about viral marketing, edgy content
Marketers have mixed feelings and questions about the value of viral, stunt marketing after M&M's "retirement" of its spokescandies.
With TikTok’s growing list of issues, should marketers think twice about the platform?
There is a growing list of issues that TikTok needs to resolve, but marketers seem unfazed and continue to be enthralled by the platform.