Branded content on blogs is dead
As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results.
“Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question.
The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
The problem I can see with this is that you only surveyed current readers of these blogs – what about the people who have stopped reading because they dislike sponsored content? Also, how was the survey presented? Isn’t there a chance that the people who dislike branded content would be less likely to respond to a survey like this?
probably should disclose the author of the articles interest here …
Surely this piece should be marked “Promotion for my company” and not “Opinion”.
So, you surveyed 3,500 readers of blogs you represent (i.e. blogs THAT WRITE sponsored content), and asked them “Do you read sponsored content?”
52% answered a) yes, because I trust the blogger to bring me relevant information
4% answered b) no, I don’t read it
44% answered c) I’m indifferent to whether content is sponsored or not (which is not actually an answer to that question)
I really hope that’s way off the mark because there are some small methodological issues there…
…OR, in the spirit of the article, is mUmBRELLA moving into sponsored content? #firstsponsoredpostperhaps 😉
Despite the obvious bias of the research sample, it would be great to find a mass audience analysis of attitudes towards sponsored content not only on blogs, but in bigger, mainstream online media. Is this covered in Edelman’s Trust Barometer (any insights to share Matt Gain)? I think that’s the bigger issue – Whether audiences trust the content they find on blogs or major media outlets that’s sponsored. They might read it, but does it affect the resonance (and call to action) of the content with the target audience?
3,500 readers on a blog?
Must be a fake!
Was it ever alive?
We have an update. 100% of people who responded to the survey open survey links!
What Lorraine is saying is very true. And I’m not being biased as she actually turned our site away from being part of her agency. Reason being is much of the storytelling content comes from me (and I don’t advertise myself). However; we’re just about to work with Jay-Z and the agency is certainly listening to us to make sure the content is best suited to our readers who we know best. Hope that helps!
Absolutely true. Agencies need to assume an ECD role when it comes to influencer engagement, and let the owners of the audience, being the bloggers/influencers, do what they do best. Craft the briefs for the influencers so they know the parameters within which they can play.