11 essential content marketing links from Q4 18

By Tony Hallett / December 20, 2018

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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What price native advertising? Publishers’ rate cards investigated

By Andy McCue / November 10, 2016

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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Why trust is everything for brand content

By Tony Hallett / October 25, 2016

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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Staffing publisher studios

By Tony Hallett / October 25, 2016

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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Who are the main publishers’ content studios?

By Tony Hallett / October 10, 2016

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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What’s the definition of native advertising? And why it matters to brands and publishers

By Tony Hallett / September 27, 2016

I should know the answer to this question. I wrote What is native advertising anyway? for a sponsored section of (how appropriate) and it’s still one of the main…

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Beyond ads – Cannes highlights two native content musts for publishers

By Tony Hallett / June 26, 2014

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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Do journalists and content marketing mix? Perhaps not

By Tony Hallett / October 5, 2012

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 as profit centre

By Tony Hallett / October 2, 2012

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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Content services – publishers’ opportunity

By Tony Hallett / October 1, 2012

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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Our persona #3: Publishers

By Aled Herbert / July 16, 2012

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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5 tips for doing custom content well

By Tony Hallett / May 22, 2012

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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