March 27th, 2013 Content Conversationâ€™s Creating Content in the Native Age
On Wednesday March 27, OLC attended Content Conversation’s Creating Content in the Native Age. The event featured the following panelists: Matt Borchard, Strategist for The Media Kitchen; Michael Fasciano, Content and Social Strategist for Digitas and David Weiner, Content and Social Strategy for Pepsi . The event was moderated by Kodi Foster, Sr. Director at Outbrain.
This event focused on content marketing in native advertising. Essentially, native ads are “paid experiences that are complementary to the platform and content in which they are presented (http://allthingsd.com/)”. These are the sponsored tweets, recommended Facebook pages and suggested readings that you see everyday.
Foster opened with a general introduction of the panel and a basic opening question, “Why are we talking about content marketing now?” Companies are putting more and more time and effort into content marketing.
Foster posed the question “How do you view content marketing in relation to native advertising?” David Weiner, of Pepsi, expressed that he viewed it in a reverse manner—that native advertising was actually a part of content marketing, not the other way around. Content marketing is becoming “a big deal” now that content is being brought to the masses. “People don’t read newspapers anymore, they don’t watch commercials,” he stressed. The two most effective ways to reach your audience are through content marketing and native advertising. Michael Fasciano, of Digitas, agreed with Weiner. He explained that brands feel an obligation to be apart of this surge in content marketing. The rise of independent publishing platforms (plus personal devices that create content) has led to a spike in interest, as far as content marketing goes.
“Native advertising is very much related to distribution,” he explained. It is about the ads behavior on different platforms. Companies like to blur the line between brand and ad content. Foster pointed out that this blurring of the line can spell trouble at times. Fasciano agreed. “There is danger in blurring that line.” However, he stressed that such content should be placed in context, and that consumers should never feel misled. This reduces the risk of any trouble arising from seemingly “shady” native advertisements. Matt Borchard, of The Media Kitchen, approached the topic of content marketing next. “Brands view themselves as publishers,” he said. The rise of social media and mobile has driven the market. People want to “scroll, they want to zoom, they want to touch” the content they are viewing, leading Borchard to brand content as the next User Experience.
But not every brand needs to be a publisher, warned Weiner. Borchard agreed, saying, “Companies need to get the right content to the right target to avoid wasting time and money.” Weiner echoed his sentiments. “If you aren’t going to commit to it, then don’t do it.”