How B2B Publishers Are Driving Meaningful Engagement With Sponsored Content

One of the many goals behind ALM Media’s ongoing overhaul of its digital operations has been a desire to offer its marketing partners products that leverage new capabilities and conform to readers’ changing expectations of media brands. On the advertising side, few offerings carry more promise than branded or sponsored content, the continually ascendant ad format that the company began experimenting with in the early part of the decade and now offers in a variety of formats, from traditional sponsored placements to webinars, standalone content hubs, and native social ads. “At the core of digital product development, what you’re always trying to do is solve a user problem,” Jay Kirsch, ALM’s president of media, tells Folio:. “When branded content does that, it performs well.” Kirsch says that ALM’s position as a b2b publisher serving the legal, consulting, and real estate fields makes it particularly well suited to offer branded messaging to its audiences on behalf of its advertising clients. “UPS can add a lot to a conversation about logistics and supply chain; Budweiser doesn’t really add a lot to the conversation about football.” While it’s hardly a novel idea that effective sponsored content needs to be worthwhile to its target audience, the inherently collaborative process involved in ensuring that sponsored content not only meets editorial standards, but is delivered effectively to readers, is anything but simple—and often vexing. North Coast Media—a Maine-based... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2018-06-20 00:00:00 UTC ]
News tagged with: #marketing partners #rules apply

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