It's not news that media companies are struggling to maintain healthy revenue. Seismic shifts have occurred over the past two decades that have dramatically altered publishers' ability to leverage advertising to make ends meet. From programatic buying to banner blindness to the rise of owned media, publishers' revenue streams have been slowly chipped away to the point where many can no longer survive.
But there is hope. There is a pot of gold at the end of the rainbow. While that might sound trite and overly optimistic, it's not.
Today, HubSpot Publishing and ISV Partner Program Sales Manager Melanie Collins wrote a blog post entitled Why Media Companies Are Struggling (And How Inbound Marketing Can Help) which outlines four ways inbound marketing can help publishers maintain a healthy revenue stream.
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Native advertising company Sharethrough today announced the launch of Sharethrough Sponsored Stories, a native advertising solution that helps brands promote articles, posts, reviews and more across the web. With Sharethrough Sponsored Stories, marketers can extend the reach of their content beyond owned and earned placements across Sharethrough's network of publishers.
Land Rover is one of the first brands to use Sharethrough Sponsored Stories in its content marketing programs, along with Pop Secret and the National Multiple Sclerosis Society.
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Content Marketing has (or should have by now) become an integral part of every marketer's game plan. After all, people need the right information at the right time when they are researching and deciding what to buy.
In this Yesler whitepaper, part of the Adrants whitepaper series, you will learn how to map your content to the needs and roles of your prospects as they move through the purchasing cycle. In the, you will learn: - How to use content to spark an ongoing conversation with prospective buyers
- How to determine what kinds of content best meet the needs of your prospective buyers
- The importance of buyer personas and communication channel preferences
- What pitfalls to avoid as you create content for your own content marketing efforts
Download the whitepaper now and learn how to properly develop and map your content marketing to the needs of your customers.
140 Proof, a technology that places ads on the top of streams across web, smartphone and tablet apps used to access Twitter, Facebook and other social networks, has launched a new offering that allows premium media brands to directly monetize their content without having to work through Twitter of 140 Proof.
Premium media brands have used social networks to expand their digital presence beyond their owned and operated properties. For example, ESPN properties have over 30 million combined followers on Twitter - rivaling the monthly audience of visitors to ESPN.com. But while social advertising platforms like 140 Proof, Facebook, and Twitter are monetizing branded media content and social audiences at the point of consumption, media companies have not been able to do the same.
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- Former ad exec Mark Gardiner, who had been in the business for 20 years, quit last year an took a $12/hour job at Trader Joe's to see how the brand became a success without an ad agency or PR firm. The result is a book, Build a Brand Like Trader Joe's .
- Here's a case study video on Jung von Matt's Lipsum.com campaign in which they buried a recruitment ad within Lorem ipsum text generated from the site.
- Here's how Fitzgerald + Co got that vintage 1972 MINI up to its 11th floor offices as part of their failed bid for the MINI business. Incumbent BSSP retained.
- GoDaddy, which for years has created its own advertising has, wait for it, hired an ad agency. Yes, a Deutsch New York campaign called Inside/Out will break this summer during the Summer Olympics on NBC.
- If you're into the NBA, you might like this. If you like basketball footage with block type messaging, you might like this. For all others, feel free to skip.
Here is a wonderful promotional video for a new book, Winning the Story Wars. The book uses the bomb as a metaphor for a gap that was created between myth and reality. Myth being the stories told that gave meaning to life and that were based on religion and culture. The book discusses how marketers eradicated that gap becoming the new myth makers and how most have failed at the art of story telling.
The book's author, Free Range Studios Founder Jonah Sachs, argues marketers have abused their story telling power by pushing fear, insecurity and greed. But at the same time, Sachs explains how marketers can return to the glory days of story telling and how digital media can help spread empowering stories that instill motivation and aspiration and a positive mindset.
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This Internet Week coverage is brought to you by ShareThis. The best content is hand picked.
Day two of Internet Week kicked off with a panel conversation led by Internet Week Founder David-Michel Davies who interviewed New York Times writers David Carr and Brian Stelter. The three discussed the changes in publishing that have occurred over the past decade.
The conversation was an interesting, yet friendly, dichotomy of old versus new. Carr has been a journalist for many year. Stelter has been for five years of so. Carr is old school. Stelter is new school. But each have learned from one another and the two say they are each better for it.
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How can publishers make money off brands wanting to engage with their readers without annoying their readers? How can brands use content to further their marketing goals? In this Future of Publishing episode, Murray Newlands of Influence People and Oliver Roup of VigLink explore just that and how these relationships should be monetized by the publisher. With them are guests Daniel Ha of Disqus, Dan Gill of Huddler, and Jordan Kretchmer of Live Fyre.
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For any that didn't see this coming the day Michael Wolff was named Editorial Director of AdWeek has their head buried in the sand. It was oil and water from the start. Wolf's flamboyant desire to infuse the trade magazine with glitz, glamor and Conde Nast cafeteria closings did not mix well with the more down to earth B2B origins of the publication.
Hey, we're all for sexing things up from time to time but any good publication covering the advertising space has to, well, cover advertising. And it certainly seems like AdWeek blog AdFreak was doing that for AdWeek all along so long live AdFreak and here's hoping the new guy, former sister publication MediaWeek veteran and current AdWeek Executive Editor Jim Cooper, who is taking over the reins, can shore things up over at AdWeek.
At Digitas' The NewFront, Federated Media's John Battelle led a panel that addressed the importance of story telling, content that engages and strikes a cord and the importance of community.
GE's Beth Comstock discussed the brand's Ecomagination campaign which invited people into the brand and asked them to be creative with the brand.
Battelle highlighted the fact brands are not good at listening. They still think they can pull out the bullhorn and just tell consumers what to do.
Addressing the concern over brand's creating content and the potentially biased nature of that content, SAP's Susan Popper said brands simply need to disclose the origin of the content. Consumers will be able to discern for themselves how biased or non-biased the content is.
AMEX's Susan Sobbott said Publishing is difficult and expensive bit if you are not doing it as your primary source of revenue it can, in fact, be of benefit to a marketer.
Here's Battelle's on take on the panel...and his six hours sitting on the tarmac at JFK.
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