Inside Gawker’s Branded Campaigns, Twitter Pranks, Frankenstorm Content
The Content Strategist picks the day’s most relevant and interesting stories about the world of content from around the web. Here’s what you should be reading today:
Behind the Scenes at Gawker’s Branded Content Campaigns
Josh Sternberg of Digiday reveals how Gawker creates its branded content campaigns.
It started in 2009 with branded content for “True Blood,” and today, in the previous quarter, the blog has put up campaigns for Intel, Microsoft, and 65 other brands.
“All of our brand partners are attempting to get their story across to our readers in the most authentic manner possible,” said Ray Wert, head of head of Studios@Gawker. “And they come to us to tell that story because we know how to authentically talk to our audience.”
A Twitter Prank From a Pizza Chain
American pizza chain Mellow Mushroom started a campaign on Twitter called “Follow Us and We’ll Follow You.” And they were true to their word.
Once some fans followed the company, “The chain sent a giant mushroom out to follow their new fans in the flesh and turned the stalking into amusing branded content” in the form of a YouTube video.
Content Created from Frankenstorm
On Monday, New York City-based media created extra content based on Frankenstorm.
AdWeek reports DirecTV launched a public service station, streaming broadcast network Aereo is offering round-the-clock coverage, and Comcast put out a storm tips guide for customers.
Will Custom Content Help the Media Survive?
AdAge’s Jason Del Rey explores branded content and how it may or may not be helping media companies combat impending doom.
He also explores the rise of content marketing and whether it will take over advertising. He quotes Jeff Jeff Lanctot, chief media officer at Razorfish, who says, “The enthusiasm for content marketing is partially an acknowledgement by the industry that banner ads can’t be our best and only answer … There’s an appetite for finding something new and different to help brands stand out.”
While some industry leaders believe that content collaboration will be a huge product for media properties, others think that only a few companies will “continue to garner attention for their customized advertising products unique to their environment.”
NBCUniversal Is Tops
According to the Wall Street Journal, Comcast is in $32 million deep with NBC, but all of the spending seems to be paying off: “For the first time in many years, NBC in the fall season is No. 1 so far in the 18-to-49-year-old demographic of interest to advertisers, thanks to the popularity of Sunday Night Football and shows such as ‘The Voice’ and ‘Revolution.'”
NBCUniversal Chief Executive Steve Burke says he is concerned about how the ratings will hold up in the long run, due to the fact that online video viewership is growing.
Making Content Marketing Work
Brian Clark of CopyBlogger has some advice for content marketers in his new ebook: Establish yourself as an authority among your audience, above all else.
In the ebook, marketers can find out how they can become experts on subjects, how to get a visable audience, and “the strange trick authority does to your prospect’s brain.” The 18-page ebook is now available for a free download on the website.
Four Seasons’ Romantic Content Marketing Campaign
Four Seasons Hotels and Resorts is now running an online content campaign called The Spark, which hopes to “inspire romance among couples,” according to ClickZ’s Lisa Lacy.
There is an app on Facebook called “Countdown to Romance,” which allows couples to count down until their next romantic getaway, content within Four Seasons Magazine, and a hashtag, #IgnitetheSpark, on Instagram, Pinterest, and Twitter.
The magazine offers “information about aphrodisiacs from around the world, sample questions to spark conversations and quizzes to help users discover the ideal destination for their next trip.”