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Content is king, but distribution is queen and she wears the pants,” writes Jonathan Perelman. “It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web.

The hype surrounding native advertising, sponsored content and/or promoted content is deafening. Online publishers, faced with diminished digital ad dollars and un-engaging ad creative, have turned to marketing-driven content that natively mimics editorial to invigorate reader engagement and revenue. Suddenly, a cottage industry has risen to help commercial entities come off as, well, less commercial.

The PR industry has touted its lineage of storytelling as a reason to claim ownership of this allegedly new marketing tactic, while advertising creatives declare “no biggie” as they set out to convert their punchy ad copy into longer-form faux editorial packages. There is no shortage of players willing to wax poetic about the promise and perils of native advertising. Here’s Google‘s preventer of spam Matt Cutts sharing his (always) cogent POV on the latter:

 

Continue reading the full article at https://www.forbes.com/sites/peterhimler/2013/07/09/content-is-king-distribution-is-queen

Originally posted by Media, tech & marketing through the eyes of a seasoned PR strategist.

Originally seen on https://www.forbes.com/sites/peterhimler/2013/07/09/content-is-king-distribution-is-queen/

Ligia Zotini

Ligia Zotini

Digital Director - Latin America at AAXIS
Ligia focuses on consulting and advising marketing executives and their organizations on how to successfully innovate and leverage best practices in the digital space to elevate their brands, deliver omni-channel experiences, grow e-commerce revenue and improve the effectiveness of digital marketing to increase customer lifetime value.
Ligia Zotini

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