Join Jane Barratt for an in-depth discussion in this video Content strategy, part of Advertising Fundamentals.
- A great way to scale advertising presence cost effectively…is through partnerships and content marketing.…In this video, I'm going to talk about a new field…in marketing communication that goes by different names…but it's basically two distinct groups:…content driven advertising and partnerships…where your content is the content.…The first of these is what use to be known as Advertorials…where content that was written by an advertiser…kind of looked like editorial in a magazine,…except it had the word "Advertorial" written…across the top of it.…
Those were the days of the clear division…between editorial and advertising.…That line has become truly blurry with the ability…for an advertiser to contribute their own content…to publications, sites, and video based news services.…This practice is known as content marketing…or contextual advertising or even native advertising.…Some of these are branded as advertising.…For example, on Twitter, a post from an advertiser…that is paying to appear in your feed, will be marked…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency