Is TV Advertising the Next Frontier for Content Marketing?




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And that’s a wrap of the week ending Oct. 18, 2019

This week I’m fascinated by why we create the content material we do. I supply a recent tackle a information piece about how Best Buy would possibly simply be your subsequent media purchase. I speak with Jesper Laursen about how integrating native promoting with content material advertising and marketing makes one plus one equal 5 (and whether or not that’s actuality). Finally, I level to an article that can aid you do native promoting the proper means.

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If we’re going to begin with why … shouldn’t we’ve purpose for why we’re beginning with it? Let’s wrap this week up:

If we begin with why, shouldn’t we’ve purpose for beginning with it, asks @Robert_Rose. #WeeklyWrap Click To Tweet

  • One deep thought (2:00): Why do you create the content material you create? We all need to assume there’s true which means in the work we do. Return on advertising and marketing funding evaluation leaves out one essential measurement – the intrinsic worth of the work. Can that worth be replicated by different initiatives if the publications we work on get lower? I argue there’s a lot extra at stake than the capacity to point out a direct correlation between the publication and incremental gross sales.

  • A recent tackle the information (10:36): An article in Digiday this week explores the information that Best Buy is following Amazon’s footsteps by leveraging its web site as a media platform – full with advert gross sales. Interestingly, the firm plans to distinguish primarily based on its “ability to target specific audiences based on their passions, e.g., gaming or film, but its potential to predict consumer behavior based on its data.” I clarify what this implies about the means adverts are offered and media will get purchased (assume elementary disruption).

.@BestBuy’s view of its web site as a media platform may point out disruption for advert gross sales. @Robert_Rose #WeeklyWrap Click To Tweet

  • This week’s particular person making a distinction in content material (16:27): I’ve received an attention-grabbing interview with Jesper Laursen, founding father of the Native Advertising Institute, and CEO of Brand Movers and Media Movers, companies that work in content material advertising and marketing and journalism, respectively. Jesper believes native promoting accomplished proper holds nice potential for getting your message to the proper individuals, at the proper time, and in the proper method. He’s the host of the Clever Content Conference, Native Advertising Days, and The EDGE convention, the place I not too long ago spoke. I ask Jesper about what he calls the “next frontier” of content material advertising and marketing – integrating the whole lot from TV adverts to paid search to direct calling to all the techniques in the advertising and marketing combine. Listen to our dialog, then get to know Jesper by:
  • Connecting on LinkedIn
  • Visiting Brand Movers (English model coming quickly)
  • Exploring the Native Advertising Institute

#Native adverts can get your message to proper individuals at proper time in proper method. @JesperLaursen #WeeklyWrap Click To Tweet

  • One content material advertising and marketing thought you should use (30:51): That brings us to the put up I’d love for you to learn. CMI’s Jodi Harris took a deep dive into How to Do Native Advertising Right, providing examples of manufacturers that used the method to their greatest benefit. Native promoting can enhance your content material’s attain, earn new audiences, and drive motion in methods different paid distribution strategies can’t – however earlier than you dive in, ensure you know what’s going to set you up for success. This article presents a fantastic information to what it’s essential to know to place this tactic into play.

Select #content material that aligns with person intent for #nativeadvertising success, says @joderama. #WeeklyWrap Click To Tweet

HANDPICKED RELATED CONTENT:

Love for this week’s sponsor: Demand Generation Summit

Here’s one thing of each intrinsic and extrinsic worth to you: CMI’s half-day Demand Generation Summit, Wednesday, Oct. 23. This free, digital occasion is designed to assist entrepreneurs have an effect on demand and enhance worthwhile buyer motion. Choose from 5 webinar periods or register for all 5. Attend dwell when you possibly can and catch the relaxation on demand.

Speakers embody Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein, and Carlos Hidalgo.

The wrap-up

Tune in subsequent week for one other weekly play on phrases at play in the world. It options a fantastic solid and presents the remedy for your resting seaside face. It’s one shellfish thought that’s on porpoise, one information merchandise that can go away you hooked, one interview with a content material star(fish) who gained’t be koi. And, when you’re floundering in content material, one tip that gained’t go away you over-whale-med. And it’s all delivered in rather less time than it takes to learn one other evaluate of The Joker that calls the movie “the most depressing thing you absolutely must see.”

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Cover picture by Joseph Kalinowski/Content Marketing Institute


Author: Robert Rose

Robert is the founder and chief technique officer of The Content Advisory, the training and consulting group for The Content Marketing Institute. Robert has labored with greater than 500 corporations, together with 15 of the Fortune 100. He’s offered content material advertising and marketing and technique recommendation for international manufacturers equivalent to Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third guide – Killing Marketing, with co-author Joe Pulizzi has been known as the “book that rewrites the rules of marketing.” His second guide – Experiences: The Seventh Era of Marketing is a prime vendor and has been known as a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first guide, Managing Content Marketing, spent two weeks as a prime 10 advertising and marketing guide on Amazon.com and is usually thought-about to be the “owners manual” of the content material advertising and marketing course of. You can meet up with Robert on his fashionable podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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