NYT & Tumblr on Sponsored Stories, Journalists’ Content Marketing Tips & Measuring Content’s Impact


The latest sampling of content marketing links shows the mainstream media’s ongoing test-and-learn approach to content marketing, along with tips to hone our approach to content creation and measurement.

New York Times Is Said to Consider More Sponsored Stories  |  Bloomberg: The New York Times is considering more sponsored stories as it seeks “new sources of revenue after 10 straight quarters of declining newspaper ad sales.” This test-and-learn approach from publishers is much needed.

Tumblr Brings Sponsored Posts In Stream  |  Tumblr: While the Times is considering sponsored stories, Tumblr has brought them in stream — as seen in the below screen grab of my dashboard. Many are attributing this move to Yahoo. Considering the acquisition took place just two weeks ago, I’m betting it’s one more reason Yahoo purchased the social platform.

tumblr_sponsored_posts

10 Lessons Journalists Can Teach Content Marketers  |  Raven Blog: In an industry where culture-jacking is the best practice of the hour, it bears repeating: A balanced diet of content is key. These tips are inspired by the fourth estate and remind writers to keep editorial content fresh and effective.

Measuring the Impact of Your Content Marketing Strategy  |  Content Marketing Institute (CMI): CMI serves up its pyramid approach to measuring content marketing. While it’s quick to point out there’s “no magic silver bullet,” it’s critical to start with a clear picture of what success looks like, how this supports broader business goals and which metrics can connect content to these business results.

The above stories on sponsored content are sure to get polarizing reactions from a variety of critics. But I think it’s the future. The key thing to note around sponsored stories is that they aren’t (intended to be) advertorials. There’s a huge delta between advertorials and editorial content. Some call it native advertising. The point is that the media is testing the waters in an attempt to define this delta in a way that benefits the publisher — while serving the needs of its advertisers and its readers. Look at Buzzfeed. It’s managed to become the darling of media while moving into sponsored stories fairly seamlessly. In fact, Buzzfeed is advising the Times on its move into sponsored stories.

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David Germano
David Germano

David is the VP of Content Marketing for Empower Media Marketing, and runs Empower's Content Marketing division, Magnetic Content Studios. For more than 14 years, David has been helping brands develop sustained content marketing strategies and operate like media to build their own audiences. David is often speaking on the topic, and is a guest contributor to Content Marketing Institute.