In April, a cadre of 200 publishers and advertising specialists gathered in New York’s Bowery Hotel for Contently’s Social Content Summit, which featured insights from nine professionals who have emboldened their brands through unique content and social media.
Contently co-founder Shane Snow sat down with each panelist to discuss the future of content marketing and social media. This is the eighth of a nine-video series sharing some of the day’s learnings.
On Mashable, the brand-supported content often performs much higher than regular posts: time spent is twice that of a regular post and the click-through rate of surrounding banner ads are twice as high.
This video features Lauren Drell, campaigns editor at Mashable, who says this success is due to the careful maintenance of “editorial integrity” throughout all of Mashable’s brand-supported content. This shapes all of the brand-supported content that appears on Mashable, from the strategy to the execution, making it some of the most popular material on the site.
Lauren begins by brainstorming with Mashable’s editors to craft campaigns and build a bank of ideas from which she can provide advertisers with the in-depth strategy they need. The editorial team then guides the content through the writing, editing and publishing process, creating a product that “offers utility” and that “gives the reader something instead of trying to hit them over the head with it.”