And that’s a wrap of the week ending Oct. 18, 2019
This week I’m thinking about why we create the content we do. I offer a fresh take on a news piece about how Best Buy might just be your next media buy. I talk with Jesper Laursen about how integrating native advertising with content marketing makes one plus one equal five (and whether that’s reality). Finally, I point to an article that will help you do native advertising the right way.
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If we’re going to start with why … shouldn’t we have a good reason for why we’re starting with it? Let’s wrap this week up:
- One deep thought (2:00): Why do you create the content you create? We all want to think there’s true meaning in the work we do. Return on marketing investment analysis leaves out one important measurement – the intrinsic value of the work. Can that value be replicated by other initiatives if the publications we work on get cut? I argue there’s so much more at stake than the ability to show a direct correlation between the publication and incremental sales.
- A fresh take on the news (10:36): An article in Digiday this week explores the news that Best Buy is following Amazon’s footsteps by leveraging its website as a media platform – complete with ad sales. Interestingly, the company plans to differentiate 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 explain what this means about the way ads are sold and media gets bought (think fundamental disruption).
- This week’s person making a difference in content (16:27): I’ve got an interesting interview with Jesper Laursen, founder of the Native Advertising Institute, and CEO of Brand Movers and Media Movers, agencies that work in content marketing and journalism, respectively. Jesper believes native advertising done right holds great potential for getting your message to the right people, at the right time, and in the right manner. He’s the host of the Clever Content Conference, Native Advertising Days, and The EDGE conference, where I recently spoke. I ask Jesper about what he calls the “next frontier” of content marketing – integrating everything from TV ads to paid search to direct calling to all the tactics in the marketing mix. Listen to our conversation, then get to know Jesper by:
- Connecting on LinkedIn
- Visiting Brand Movers (English version coming soon)
- Exploring the Native Advertising Institute
- One content marketing idea you can use (30:51): That brings us to the post I’d love for you to read. CMI’s Jodi Harris took a deep dive into How to Do Native Advertising Right, offering examples of brands that used the technique to their best advantage. Native advertising can increase your content’s reach, earn new audiences, and drive action in ways other paid distribution techniques can’t – but before you dive in, make sure you know what will set you up for success. This article offers a great guide to what you must know to put this tactic into play.
HANDPICKED RELATED CONTENT:
Love for this week’s sponsor: Demand Generation Summit
Here’s something of both intrinsic and extrinsic value to you: CMI’s half-day Demand Generation Summit, Wednesday, Oct. 23. This free, virtual event is designed to help marketers affect demand and increase profitable customer action. Choose from five webinar sessions or register for all five. Attend live when you can and catch the rest on demand.
Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein, and Carlos Hidalgo.
Tune in next week for another weekly play on words at play in the world. It features a great cast and offers the cure for your resting beach face. It’s one shellfish thought that’s on porpoise, one news item that will leave you hooked, one interview with a content star(fish) who won’t be koi. And, if you’re floundering in content, one tip that won’t leave you over-whale-med. And it’s all delivered in a little less time than it takes to read another review of The Joker that calls the film “the most depressing thing you absolutely must see.”
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Cover image by Joseph Kalinowski/Content Marketing Institute