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article imageSmart content marketing relies on smarter efficiency in scale Special

By Michael Krebs     May 4, 2014 in Business
Digital content marketing solutions are evolving at an ever faster clip, and the answers are now aligned along intelligent distribution lines.
Content marketing solutions have become a second wind for digital news and publishing organizations desperate to find a long-term primary income channel — particularly if the organization in question carries the financial burden of a printed media legacy, as is seen in every newspaper and magazine institution nationally.
However, with the widespread adoption of programmatic media buying, (automated inventory platforms bought and sold by trading desks through large inventory exchanges), the near-term challenges this adoption delivers to even the most agile publishers is becoming a meaningful concern.
"Flat-footed publishers are most at risk," Benjamin Faircover, associate publisher at iTrack Group, explained in an email interview. "The best publishing partners are those that operate with transparency. Native advertising executions require transparency. What ROI measurement tools are being used? Let's start the conversation from the end points, in terms of delivery reports, and work our way back to the beginning where ideation and editorial calendars begin."
Faircover does not see programmatic as discipline that is outside the circles of influence generated by a content marketing campaign.
"The two are very much enmeshed," he said. "The executions we are delivering understand the collaboration between the right-brain orientation of brand journalism and the left-brain analytics of media planning. The surprises that we see are not with the publishers but are very much with the media planning divisions at advertising agencies that attempt to force the left-brain tools and reporting before bothering to understand the tools available across a right-brain editorial program."
iTrack's business model very much depends on bridging these gaps. Faircover works with advertisers to help craft a content-oriented strategy, developing material and distributing that material intelligently through modular editorial channels.
"It's all about distribution and scale," Faircover said. "Syndication is just one component of a successful content program. Social is another. But efficient amplification through smart distribution - with thorough reporting on the front end and the back end - that is the enmeshment to which I am referring."
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