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Publishers as Marketing Agencies: The Content Marketing Effect
As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media.
However, opportunities are arising for publishers to evolve, and to become key players in the modern marketing agency ecosystem. The can leverage their built in audiences, talent, and ability to scale content production to create new revenue streams, and highly evolved business models.
1) Change Velocity• Technology innovaPon• Consumer behavior• Business soware• Online applicaPons• CommunicaPon paTerns• MarkePng philosophies• Management systems @PaulRoetzer
Forrester forecasts interac4ve marke4ng spending will reach $77 billion by 2016. @PaulRoetzer
2) SelecPve ConsumpPon• Basic principle behind inbound marke4ng• Consumers tuning out tradiPonal markePng• Brands lose control, but gain loyalty• Shiing budgets to digital• Brands become storytellers• The era of integrated services @PaulRoetzer
“CMOs today are under increasing pressure to provide quan4ﬁable evidence of how their markePng expenditure is helping the organizaPon achieve its goals. They also have to hire people with the right mix of ﬁnancial, technical and digital skills and become savvier in such areas themselves.” — IBM Global Chief MarkePng Oﬃcer Study, 2011
Marke4ng ROI tops the measurement list. Source: IBM Global Chief Marke)ng Oﬃcer Study, 2011 @PaulRoetzer
71% of clients cited accountability as the main area of frustraPon with agencies, as CEOs and board levels demand greater markePng ROI eﬀecPveness. — Source: Avidan Strategies Report, via MediaPost
“The marketers, the publishers, the ad tech companies, the agencies, data management companies — they’re all going for the same type of employee.” — John Ebbert, managing editor of AdExchanger.com, as quoted in the New York Times
Create and distribute content, in and out of network. Produce sponsored content (aka naPve adverPsing). Tap exisPng adver4sing partnerships. Oﬀer integrated services. Content isn’t enough. Grow your own reach and inﬂuence.
“Publishers are masterful content creators, and they are able to charge a premium for the services they oﬀer by leveraging their market research, exisPng distribu4on pla[orms, and even the talent from their editorial teams.” — Andrew Davis, author, Brandscaping @PaulRoetzer
The opportunity for media companies is to create content that’s compelling for users on behalf of adver4sers. That doesn’t mean it has to be naPve, but the skills in telling stories are quite valuable to marketers as they build audience themselves. — Paul Rossi, managing director, The Economist
“The agency model is absolutely under ﬁre from every direcPon, and if you look at most great publishers out there, including BuzzFeed, they’re very much an agency-‐solu4ons company cloaked in a media model. If I were a publisher right now, I’d be doing the same thing."— John McCarus, SVP and pracPce lead of brand content, Digitas
CompePPon for talent will be intense. IntegraPon of services isn’t easy. Change velocity requires nimble business models. Maintaining editorial integrity and content quality. Brands are building their own reach.
“The insight I had seven years ago is that inside every great brand is an idea and that idea used to be solely translated to commercials or print ads. We take that idea and turn that into content.” — Spencer Baim, Virtue