My industry colleague and friend, Douglas Karr, inspired me to take on this topic. It’s been a subject of conversation I’ve had for a number of years at conferences and industry events. He poignantly points out that not all content strategies need storytelling in marketing, and I wholeheartedly agree with him. He makes a very poignant…
Chad Pollitt
This time of year, our inboxes are flooded with many digital marketing prediction posts for the coming year. My inbox is certainly no exception. In fact, you may have even seen my predictions post just a few weeks ago. This year there seems to be many more than usual.
After reading more than a dozen of…
For several years now, the Interactive Advertising Bureau (IAB) has done their best to categorize online native advertising to make it easier for marketers, advertisers, media buyers, publishers and the government to understand it better. Unfortunately, it’s hasn’t helped much and in many cases, has created even more confusion. Today, it’s time to propose a…
By the year 2020, it’s estimated that more than $85 billion will be spent globally on native advertising. One such type of native advertising in called sponsored content or long-form native. This is where brands or publications write custom content to be published on an online magazine or blog. It generally takes the form of…
In May of this year I was lucky enough to participate in a conference in Copenhagen, Denmark that also featured one of the really smart folks over at the New York Times’s (NYT) T Brand Studios – Lauren Reddy, Director of Audience Development & Insights. While listening to her presentation this gem of a takeaway…
Much has been written opining the impact of high-levels of content publishing online across the globe and its impact on marketing. In fact, Mark Schaefer was the first to kick off the debate in January of 2014. To paraphrase his argument: The amount of content being published online is increasing at an exponential rate and…
Fresh off the heels of this year’s Content Marketing World, I left with the sense that many people believe that content marketing is simply an exercise in creating helpful quality content that doesn’t sell anything. That simply isn’t the case. Content marketing should fill the information needs at every stage of the marketing, sales and…
There’s lots of different ways you can promote and distribute content. That said, not every channel is ideal for every type of content asset you might develop. The fact of the matter is that most of the folks reading this are likely prioritizing top-funnel content (or at least plan to). The purpose, generally speaking, for…
Fresh off the heels of this year’s Content Marketing World, many of us are feeling rejuvenated and excited for our industry. There were countless takeaways to be had, but the biggest wasn’t from any speaker. The greatest takeaway I learned was from my content promotion session audience – Google ruined content marketing.
That’s right, ruined it.
Some…
Many marketers exploring native advertising for the first time are going directly to networks like Taboola, Adblade, Outbrain and Revcontent, and/or they’re going directly to publishers for sponsored content.
This is what Peyman Nilforoush calls “Native 1.0.” While the networks mentioned above do provide a level of scalability, marketers are still beholden to the size of the…
According to a study released late last year by Adyoulike, worldwide spending on native advertising will soar to over $59 billion in 2018. Cisco’s The Zettabyte Era - Trends and Analysis found that global IP traffic will increase nearly threefold over the next five years. This means more eyeballs and more demand for content.
Some point…
Despite some consumers’ complaints and some marketers’ loathing, display advertising is here to stay, but it must be paired with the right content.