Brands should welcome entry of news publishers' into content marketing

The industry can learn about quality, and maintaining readers' loyalty, from the arrival of the Guardian and New York TimesThe recent, dramatic arrival of tanks – in the form of some of the world's biggest news organisations, including of course the Guardian – on the content marketing industry's lawn should be one of the most exciting and positive trends for anyone in in this fast-growing industry.It's exciting because the most successful content, in terms of engaging its audience, is from a digital publisher mindset: content that is designed first and foremost to enrich its audience's lives. It's exciting, too, because it will encourage brands to adopt that same mentality: putting their audience first, rather than their commercial aims.The arrival also of the New York Times and the Washington Post is to be welcomed because it brings with it the high editorial standards that have created and preserved some of the most loved content products in existence.It's the adoption of such standards that will help the industry to set a new bar for content marketing; to help it realise that content can be produced by a brand to the same standards by which publishers have maintained the love and loyalty of their readers over decades.This is something that is urgently needed if we're to avoid the clouds looming over the exuberant party that is the content marketing industry today. From these clouds is raining down content produced without love, without real purpose but merely to... Continue reading at 'The Guardian'

[ The Guardian | 2014-03-24 00:00:00 UTC ]

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