Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Sponsored Content: The media's shift in storytelling
1. Sponsored Content
The media’s shift in storytelling
Alisha Miranda
Client Success Manager, Technically Media
@makeshiftalisha#PTW16
2. BREAKING: Study Finds Most Marketers Plan To Just
Continue To Act As If They Know How Sponsored
Content Works
-- @adweak
#PTW16
3. Definitions
Native Advertising - umbrella term; matches ‘look & feel’ of site
Sponsored Content - brand pays to sponsor a story produced by edit team
Branded Content - brand produces its own ‘content studio’
Content Marketing - content produced to push sales
Advertorial - outdated and frowned upon
*Sources: Contently, Mediapost, Digiday
#PTW16
4. BREAKING: Client Waiting For All Its Competitors To
Start Doing Sponsored Content Before Dipping Toe In
-- @adweak
#PTW16
9. BREAKING: Client Re-Writes Agency's Sponsored
Content To Be Pretty Much Just A Hard-Sell Ad
-- @adweak
#PTW16
10. Guidelines
Sponsored Content is:
1. Editorially driven - written in the tone/voice of writer but puts the brand at
the center of the story
2. Native to the site - behaves like other editorial content of the site (in-feed)
3. Transparent - clear and appropriate sponsorship language should always be
included
4. Ends with a strong call-to-action - drives reader engagement and makes an
impact
*Source: Contently
#PTW16
11. Value
iab research proves:
1.Positive view of news site credibility sparks a 33% uptick in perceived
credibility of sponsored ad content
2.Relevancy (90%) is the top factor in sparking interest in in-feed sponsored
content, yet it also clearly demonstrates that the public’s feelings about the
advertiser itself determines the success of this type of native advertising
3.Criteria such as brand familiarity and trust (81%), as well as subject matter
expertise (82%), were identified as critical in driving news reading consumers’
interest in sponsored content.
*Source: iab.com
13. Best Practices
• Assemble a team
• Remember: audience first
• Trust in point-of-view
• Get creative with multimedia
• Establish thought leadership
• Measure and optimize
*Source: Moz
#PTW16
14. AMA
Alisha Miranda
Client Success Manager, Technically Media
alisha@technical.ly
alishamiranda.biz@gmail.com
@makeshiftalisha
#PTW16