The old "build it and they will come" adage has, unfortunately, never rung particularly true when it comes to content. Many great content pieces and campaigns often fail. not because they are not good ideas. but because they don't have a fully formed content distribution strategy behind them. In this session, Laura will run through tactics for distributing content across a range of channels, not just limited to the often talked about link acquisition strategies.
71. Place image within the markers
• Research journalists
thoroughly
• Think content length
• Think full package - image,
videos, emotions
• Ensure a reason to link
• Consider your timing
Media Relations
76. Under the CAP Code:
• Paid-for space e.g. banner ads
• Own advertising
• Affiliate marketing
• Advertorial – there has to be payment and
editorial control
Additional under consumer protection law:
• Any form of payment or incentive even without
editorial control
What’s an ad?
77. • Monetary payment
• Free product – ‘gifting’
• Free services
• Free trips/accommodation
• Loans of products
• Commission
• Any incentive
For the CAP Code to apply remember there must
also be editorial control by the advertiser (brand).
What counts as
payment?
78. Control could be:
• Pre-approval of content
• Specific use of hashtags
• Key themes or messages to include
• Also includes images or styles e.g. ‘unboxing’
• Posting at certain times, dates or frequency
If there is no control it is treated as sponsorship and
can not be enforced under the CAP Code or by the
ASA.
It is still covered under consumer protection
legislation enforced by the CMA though.
What counts as
control?
79. The guidelines apply to all bloggers, vloggers,
celebrities and social media personalities.
Influencers must disclose if they have been
incentivised in any way for an endorsement, review
or featuring them.
This must be clearly stated when a product, brand
or service is tagged, linked or endorsed in any way.
This applies to any historic relationships with a
brand too. The guidelines state this is within a
‘reasonable period’ which they suggest is one year.
Influencers must also make clear whether they have
personally used the product/service that they are
promoting.
Guidelines
https://www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/social-
media-endorsements-being-transparent-with-your-followers#more-information
81. Place image within the markers
● Think reciprocal benefit
● Stay on the right side of the
law
● Think integration and
leveraging activity
Influencer Relations
90. Place image within the markers
● Consider which are the most
appropriate channels
● Understand the assets you
will need and the formats for
those
● Think about the narrative flow
Shared