Content marketing may get a lot of buzz these days - but it's as old as advertising itself.
In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.
But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.
Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.
Photo: New York Times
Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 2) - THE RISE (& RISKS) OF CONTENT MARKETING
Do you allow your social media visitors to create and post content? If not, why should you even allow your communities to do this? There's actually a legitimate business case for UGC (user-generated content), as it offers these benefits:
Your visitors experience more of your website. They get to see fresh content, and you don't have the sole responsibility for generating it.
Your visitors trust your information. Because UGC is more personal and relevant to your website's visitors (and comes from a more objective source), they trust it more than information your company publishes.
Your visitors become more loyal. When they return to your website repeatedly, it becomes a community they enjoy being a part of.
What's the net effect of all these benefits? If people have a better experience, trust your information more and become more loyal to your company, they're more likely to purchase. If you're wondering how to encourage more user-generated content, take a look at a few examples from bigger brands.
Twitter & The Guardian
This prominent British newspaper ran an "Own the Weekend" campaign, where Twitter followers were encouraged to do something cool that weekend, take a picture and tweet it to the newspaper using the #owntheweekend hashtag. To reward... Read more