Sponsored Content 2.0Integrating Content & Distribution From

Day One

By Al Chen

Key Takeaways- Sponsored content becoming largest revenue source for news outlets

($8B industry)- Differences between Sponsored Content & Branded Content- When to use Sponsored Content: 1) Timeframe 2) Re-purpose 3) Call-

to-action- Reach across the aisle to your marketing colleagues; define message

and goals early on- Sponsored content can go wrong, see the Atlantic’s story on

Scientology- Working with influencers requires a human touch- Sponsored Content still has trust issues: 50% of people believe

sponsor influenced story

What is Sponsored Content?Sponsored content takes the form of it’s environment, from newspaper articles, blogs, social media platforms etc.

Approx. $8 BILLION will be spent on native advertising/sponsored content this year

Top Sponsored Content Trends#1 Infographic not dead

#2 Humor is big in B2B

#3 Employees “native” voices

Sponsored Content Vs. Branded Content- Exists on properties not

owned by the brand (influencer social profiles, newspapers, magazines, etc.)

- Paid - Authentic, third-party

brand representation- Reaches the publisher’s

audience

- Exists on properties owned by the brand, such as the brand website

- Unpaid- Biased- Reaches brand audience- Dove Real Beauty

When to use Sponsored Content- Need a story guaranteed

within a certain timeframe

- Need to work with influencers to tell a brand’s story

- Need content to re-purpose and share across brand social accounts

- Typically includes a call-to-action (whitepapers, e-mail collection, social promotion, etc.)

Sponsored Content: PR or Marketing?- MARKETING, but marketers need to use PR to get the story

- Requires a budget beyond the retainer

Influencer MarketingAllows brands to tell their story in an authentic, personal way to highly targeted and engaged audiences.

More influencers are requiring payment in exchange for posts, gifts only get you so far.

Use influencer discovery platforms to identify the right influencers.

How to Start a Campaign With Your ClientMEET WITH YOUR MARKETING TEAM! This allows them to

understand your goal as PR professionals, and you to understand their goals as a marketing team.

Get your goals aligned.

Identify and contact influencers. NOTE: The way you communicate with influencers is different from traditional journalists.

Successful Sponsored ContentH&R Block’s sponsored story on satirical news website, “The Onion” was successful because it wasn’t a blatant ad, employed humor and was relatable, which resulted in brand awareness.

Sponsored Content isn’t about direct sales, but generating AWARENESS and ENGAGING the audience!

Successful Sponsored ContentPublisher Harper Collins created this sponsored post on Buzzfeed

- Timeliness (posted during grad season

- Based on a viral topic

- Fits seamlessly into Buzzfeed’s gif/listicle format

- Soft sell

Sponsored Content Nightmare

The Atlantic’s sponsored post about Scientology had no disclosure and wasn’t distinguishable from the website’s organic content. Readers of the publication felt tricked and that the post was blatant propaganda.

Sponsored Content Nightmare

Copy and pasted the PR professionals’ instructions into the Instagram caption.

Content/Influencer Tools & TipsSponsored content does nothing for a brand until it is seen and shared! Make sure you make expectations on social sharing clear with the influencer before making a deal.

Branded Content Studios/Blogs – Conversion pixels, Paid Social, Page Views vs. Read

Video – Links within video, Pay for feature on YouTube channel, Retargeting

Trust Issues

Working With Influencers: Best PracticesEmbrace the human element! Influencers will do more/better work if you have a mutually beneficial relationship with them. Do your research before pitching them.

Set expectations on quality and social sharing.

Thank you!