The Winter Of Our This Content

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.

This entry was posted in Uncategorized and tagged , , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s