1. ‘You have to have support from the C-suite’: Brands struggle with moving marketing in-house The first of three links from those clever people at Digiday, this piece touches on…
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In a short series of blogs here on Collective Content we’ve been looking at the evolving nature of native advertising and how brands are working with publishers to put this…
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This post was first published on 19 May 2015 This post draws on two separate but related conversations. Speaking on a panel a couple of weeks ago, one of the…
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Much has been made about trust in all things native advertising. Rightly so. If there is no trust between reader and producer of content, all the best efforts of that…
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Every major publisher has one. Call them studios, call them labs, call them content solutions divisions – actually, don’t call them that – but for a few years now publishers…
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I should know the answer to this question. I wrote What is native advertising anyway? for a sponsored section of theguardian.com (how appropriate) and it’s still one of the main…
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Last week at Cannes banner ads were as popular as a McDonald’s on la Croisette. One paradox: plenty of those doing the trash talking work at agencies and publishers that…
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Poynter publishes some of the best content around on journalism and content in general. The piece What journailsts need to know about ‘content marketing’ – replete with scepticism about the CM…
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Editorial, while the necessary foundation for how many media businesses work, has long been considered by some as a cost centre. Last week at an event I made an analogy…
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What do you tell online publishers about content marketing opportunities? I had that dilemma at a presentation to the Association of Online Publishers (@ukaop) event last week. The biggest thing…
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So far we have explained that our clients can be marketers at larger companies or small business owners. But there is a third major category or persona – media owners.…
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The way some publishers approach custom content – as a dirty little secret – is regrettable. And I could use a stronger word. True, it is signed off by and…
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