How publishers can create commercial content without selling out
Readers want to connect with brands that integrate into their lives in smart and engaging ways, and publishers can do this without abandoning editorial integrity, Alexandra Tselios explains in this guest post.
One of the areas that I am committed to understanding is the complicated link between what readers want to read and how they want to be connected to a brand, by a publisher they trust.
Recently, we saw consumer outrage in the form of a grass roots campaign protesting the commercial relationship between family friendly brand Lego and The Daily Mail UK.
This partnership led to a public announcement that they will no longer engage in any further advertising. While arguments have included that Lego should not have pulled advertising from the Daily Mail due to consumer outrage, the ultimate lesson was they are a brand who wanted to be clear they were listening to their audience.
It is no longer enough for a marketing campaign to ensure only eyeballs and exposure, or even an ROI driven strategy, but also that the very commercial alignments are palatable to potential consumers while ensuring a valuable message – that is a tough balance.
Alexandra – great article. Given most digital publishers survive through sponsored content and tailored packages then they owe it to themselves to deliver quality content which is authentic. And those who use humour will almost certainly always have the last laugh.
I agree fully, Alexandra. Readers are to be respected and native content should be fun, engaging, honest and fresh. Otherwise, it’s like the annoying tacky chump at the bar who bothers everyone he hits on.