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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#social distribution
#key metric
#user experience
Six decades after its initial publication, a novel Roxane Gay says "remains painfully relevant" gets a re-release and a refreshed cover for a new generation. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-01-18 00:00:00 UTC ]
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#initial publication
#roxane gay
The audiobooks story of the year in 2016 was—again—the continued strong sales growth of the digital audio market, and many audio publishers expect to see more gains in 2017. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-01-13 00:00:00 UTC ]
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Older, evergreen content has always been a nice traffic source for digital publishers. But two years after The New York Times identified archival content as an untapped source of traffic, several publishers have grown it into something substantial, with some now generating nearly 40 percent of... Continue reading at Digiday
[ Digiday | 2017-01-11 00:00:00 UTC ]
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#monthly traffic
#evergreen content
#content appeared
#digital publishers
#multiple times
In a move likely meant to stay on publishers' good side, Facebook is trying out a new way to help users discover more news (real news). Starting Thursday, Facebook will let nearly a dozen publishers—including BuzzFeed, El Pais, Fox News and The Washington Post—include more than one Instant... Continue reading at AdWeek
[ AdWeek | 2017-01-11 00:00:00 UTC ]
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#business models
#online courses
#recent months
#great deal
Author Joanna Trollope is to chair the judging panel for the £15,000 BBC National Short Story Award with BookTrust. Continue reading at The Bookseller
[ The Bookseller | 2017-01-11 00:00:00 UTC ]
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#joanna trollope
#judging panel
Oxford University Press Children’s will this year publish a new book in Gillian Cross’ Demon Headmaster series, 35 years after the release of the first title. Continue reading at The Bookseller
[ The Bookseller | 2017-01-11 00:00:00 UTC ]
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#year publish
Instagram is testing video ads inside Stories, the section of the app that was built to challenge Snapchat, according to multiple people briefed on the new ad format."Instagram is testing them now with select publishers and content creators," said one ad agency executive, speaking on condition... Continue reading at Advertising Age
[ Advertising Age | 2017-01-10 00:00:00 UTC ]
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#ad format
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#content creators
Trapeze has acquired a high-concept love story, The After Wife, by Cass Hunter, exploring the differences between human and virtual relationships. Continue reading at The Bookseller
[ The Bookseller | 2017-01-10 00:00:00 UTC ]
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From politics to Potter, we take a look at some of the biggest stories in UK publishing in 2016. Continue reading at The Bookseller
[ The Bookseller | 2016-12-30 00:00:00 UTC ]
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#biggest stories
#uk publishing
Among the most-read news stories on our website were our coverage of the increase in bookstore sales in the first six months of 2016 and stories related to book discoverability. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-12-30 00:00:00 UTC ]
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As we wind down for the holidays, we're looking back at the stories that were most popular among Adweek.com readers over the course of the year. Today, we look at stories from our Technology channel. 50. Facebook Vertical Video Ads Just Went Live and Are Evidently Producing Great Results 49.... Continue reading at AdWeek
[ AdWeek | 2016-12-23 00:00:00 UTC ]
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#ad format
#$30 million
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#make money
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Facebook Live isn't just for video. Today the social network launched a new feature dubbed Live Audio that lets users listen to broadcast voice recordings, pushing more audio-only content into newsfeeds. Similar to Facebook Live videos, users can go live from the Facebook app by pressing a... Continue reading at AdWeek
[ AdWeek | 2016-12-21 00:00:00 UTC ]
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#live event
#news outlet
#reach audiences
#adam grant
Virtual reality doesn’t have the big audience numbers to attract all types of brand advertisers. Publishers like The Economist are making sure their VR content is available on more platforms. While YouTube 360 and Facebook 360 are easy access for brands to get their content up, there are... Continue reading at Digiday
[ Digiday | 2016-12-21 00:00:00 UTC ]
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#vr content
#brand advertisers
#easy access
Faber & Faber has acquired The City That Fell of a Cliff by historian Matthew Green following a "heated" nine-way auction. Continue reading at The Bookseller
[ The Bookseller | 2016-12-20 00:00:00 UTC ]
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#british isles
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DK has unveiled its Rogue One: A Star Wars Story global publishing program today (16th December), following the film's nationwide release this week. Continue reading at The Bookseller
[ The Bookseller | 2016-12-17 00:00:00 UTC ]
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This Finnish book lover reads the Guardian in order to keep in touch with the UK after coming here on the Erasmus programmeI’m originally from Helsinki, Finland. I majored in English philology at the University of Helsinki, and began an ongoing relationship not only with my British boyfriend but... Continue reading at The Guardian
[ The Guardian | 2016-12-16 00:00:00 UTC ]
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#press release
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Annual short story competition the White Review Short Story Prize will be running simultaneously in the UK & Ireland and in the US & Canada for the first time next year. Continue reading at The Bookseller
[ The Bookseller | 2016-12-16 00:00:00 UTC ]
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PW takes a look back at some of the library stories that captivated the publishing world in 2016, and what they portend for 2017. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-12-16 00:00:00 UTC ]
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#pw takes
#library stories
#publishing world
The ouster of Barnes & Noble's CEO, the sale of Perseus, and Follett's purchase of Baker & Taylor were the big publishing stories of 2016. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-12-16 00:00:00 UTC ]
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#barnes noble
#baker taylor