Branded content – the packaging of marketing material as editorial or entertainment content – is all the rage these days, although no one’s very angry about it.

From Advertising Age:

Solving the Content Creation Conundrum

More Spending Is Flowing Toward Content Marketing, Yet Many Advertisers Don’t Fully Understand How to Do It or How to Measure it

Content marketing remains the bright, shiny objet du jour for marketers, even as they work to figure out how to best implement it and measure results.

Content marketing is attracting its share of marketers’ budgets — 12% on average — and more than half of marketers plan to spend even more in the coming year, according to a survey Ad Age conducted in late 2012 of nearly 600 marketers. Yet, it’s clear most marketers are struggling with some pretty basic questions: Who should be the “boss” of content? How much should be spent on content marketing? Is it effective?

Maybe they should ask The Atlantic, which is still trying to explain the pimping out of its website to the Church of Scientology last week . . .

Read the rest at Sneak Adtack.