“I don’t think Facebook becomes a no man’s land for publishers, but there will be a steeper slope from publishers who do well on the platform and the mediocre middle who didn’t necessarily design content specific to Facebook’s environment. It also means that the cost of branded content may go up as o…”— Noah Mallin, digiday.com
“With content marketing, you’re not so much trying to communicate value as to create value beyond the product.”— Bobby Calder, insight.kellogg.northwestern.edu
“Financial brands are realizing that to be successful, content marketing needs to evolve beyond a daily listicle or how-to guide; it needs to add value and serve the needs of the target customers.”— Suman Bhattacharyya, tearsheet.co
“Content marketing is not easy. In fact, it’s one of the most difficult forms of marketing to master.”— Cory Treffiletti, mediapost.com
“A brand wants people to aspire to its product. To a brand, their product is the customer’s goal. But people don’t aspire to products. People aspire to feelings that products give them. This is true for everything from candy bars to sports cars to cloud-based document storage solutions.”— Steve Bryant, medium.com
“Any publisher leader who has a long-term view on their business should be building a Plan B. That is, a business and product strategy for your digital business that assumes zero organic reach for any content via Facebook.”— Kunal Gupta, polar.me
“Advertisers are taking influencer marketing one step further by placing paid media to amplify influencer content beyond the individual’s social accounts. This turns to be a cheaper alternative to branded content purchased from major publishers.”— Yuyu Chen, digiday.com
“Its official – Facebook has entered the branded content arena, now directly competing with premium publishers on agency RFPs. The formula for a successful branded content campaign: awesome content plus scaled and targeted distribution? Well, maybe not… There is one essential objective that should be…”— Gavin Merwood, polar.me