With the decline of traditional advertising and subscriptions, publishers have been looking for new ways to bring in revenue to stay afloat. Brands, on the other hand, have realized that they can no longer wait around in hopes a journalist will have time to read their press release — let alone write about them. Can publishers and corporations use content marketing and sponsored content to create a mutually beneficial relationship?
Sponsored content is the main focus of Edelman’s Steve Rubel, especially in the months since being appointed Chief Content Strategist for the agency. “There is no longer a scarcity of information. Content is available from different places and everyone is a content creator,” says Rubel. “Information is available and free, people are not paying for content. The rise of programmatic media buying is driving down the cost of advertising but the cost of doing business is increasing. This is not good for publishers.” Read it all..