Sponsored content doesn’t have to be an oxymoron. As publishers and marketers double down on their commitment to providing deeper branded experiences, instead of traditional advertising, the rules of the road are becoming clearer on both sides. And more so than just four or five years ago; conventions for doing it right have emerged. In talking to a range of publishers of various sizes and categories, we found that the practices ensuring sponsored content maintains a publisher’s voice and integrity take remarkably similar form. Getting it right, making sponsored content serve the interests of readers, publishers and their clients remains a complex process that starts with basic organization and goal setting but also lends itself to certain content formats, as well as execution and measurement regimen. Think like editors In talking to sources, the consensus seems to be that creating authentic sponsored content starts with how the operation is organized and connected to the editorial team. “We are a full-service, one-stop shop,” says Adam Ochman, senior VP, creative and strategy at Leaf Group, whose brand portfolio includes Hunker, LiveStrong.com and Well+Good. A full staff of writers focus solely on branded content, with little outsourcing, he says. That keeps the branded content team in day-to-day contact with the company's editors and processes to ensure its brand voices are ingrained. “We operate more like an editorial enterprise,” says Outside's Sam Moulton, who... Continue reading at 'Folio Magazine'
[ Folio Magazine | 2020-03-05 17:34:24 UTC ]
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Some teams' marketers are already back on the training field in a bid to monetize an uptick in digital consumption they have so far struggled to understand. The post ‘In reality, we are a content company’: Football clubs embrace the role of digital publisher appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-06-12 00:00:00 UTC ]
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To find the right cover image for a book inspired by a popular 'Modern Love' essay, art director Jackie Seow returned to the source. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-12 00:00:00 UTC ]
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Bill Swainson, editor at large for non-fiction at Oneworld, has bought world English language rights in a narrative non-fiction account of the death of French resistance hero Jean Moulin. Continue reading at The Bookseller
[ The Bookseller | 2017-06-10 00:00:00 UTC ]
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California publishers have mounted ambitious and unconventional projects about the immigrant experience, even as the federal government gets tougher on undocumented immigrants. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-09 00:00:00 UTC ]
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Now that Facebook has tamped down on clickbait, publishers are putting an emotional spin on content shared on the platform whenever they can. The post How publishers use emotion to promote content on Facebook appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-06-09 00:00:00 UTC ]
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Marc Maron craves good conversation. Since 2009, he has had hundreds of them from his garage, where he hosts his popular WTF podcast. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-03 00:00:00 UTC ]
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Before slow cookers became the “must have” for every well-appointed kitchen, Phyllis Good was preaching the gospel of crockpots to millions of worshippers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-02 00:00:00 UTC ]
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The Children’s Book & Author Breakfast speakers emphasized that books don’t just provide escape: reading can save lives. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-02 00:00:00 UTC ]
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After 20 years as publisher at Virago, the “inspirational” Lennie Goodings will step back from the role, taking on a new position as Virago chair, working three days a week. Continue reading at The Bookseller
[ The Bookseller | 2017-06-01 00:00:00 UTC ]
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Comedian Whitney Cummings hosted novelists Stephen King and his son Owen, Claire Messud, Jesmyn Ward, astronaut Scott Kelly, and former White House photographer Pete Souza at the BookExpo Adult Author's Breakfast. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-06-01 00:00:00 UTC ]
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Yorkshire-based indie press Bluemoose Books is offering the opportunity for five new writers to be published in a short story collection alongside its leading authors Andrew Michael Hurley, Carys Bray, Paul Kingsnorth, Peter Kalu and Kirsty Logan. Continue reading at The Bookseller
[ The Bookseller | 2017-05-31 00:00:00 UTC ]
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Professor Selina Todd argues that you can be taught to write well, as demonstrated by American and Australian university students. Plus letters from Christopher Dodd and Anthony OrmsonIan Jack’s wariness towards writing manuals and classes is a peculiarly British response to teaching this craft... Continue reading at The Guardian
[ The Guardian | 2017-05-29 00:00:00 UTC ]
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Profile Books is set to publish nine rediscovered short stories by Ruth Rendell. Continue reading at The Bookseller
[ The Bookseller | 2017-05-27 00:00:00 UTC ]
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Online subscription service Scribd marks a year of profitability by revealing the size of its subscriber base and adding access to selected newspaper articles to its content library. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-05-23 00:00:00 UTC ]
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Calling books 'an important piece of building a better future,' McDonald's Canada partners with children's publisher Kids Can Press in a book promotion. The post Canadian-Specific Content Served in Kids Can Book Promotion with McDonald’s Canada appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-05-22 00:00:00 UTC ]
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Facebook's initiative under which publishers are creating exclusive original video content for the social network continues to move forward, but on a revised timetable, according to reports. "Multiple sources" told Kurt Wagner and Peter Kafka of Recode that the initial plan was to roll out... Continue reading at AdWeek
[ AdWeek | 2017-05-22 00:00:00 UTC ]
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These literary gems are proof that good things come in small packages. How many classic short stories have you read? How much do you know about their authors? Take our quiz and find out. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2017-05-17 00:00:00 UTC ]
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This month we are featuring short story collections, with a particular interest in female authors and/or protagonists. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2017-05-16 00:00:00 UTC ]
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In his Global Ebook Report this year, Rüdiger Wischenbart looks at how the disparate realities in world markets add up to no cohesive single interpretation. The post 2017 Global Ebook Report: As Many Stories as Markets appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-05-15 00:00:00 UTC ]
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Taking a leap into audio production—without starting with a book—independent publisher Story Plant teams up with an author and a new work...about authors. The post Cultivating a New Chapter for Story Plant with ‘Rewrites’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-05-12 00:00:00 UTC ]
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