“Content marketing has always been around but it’s getting more attention, and now we are just adding a layer of accountbaility,” he explains. “Look at orginal daytime shows. Brands were weaving themselves into content. Now we can track. We can take that content and do it in a way that’s engaging and trackable. We have the analytics to say what is engaging, what is the time spent, the unique views.”
One of the biggest challenges in reaching consumers with branded content is distributing it, given Facebook’s crackdown on serving up posts, he adds. Nonetheless, more brands are investing in content production and aligning the content with KPIs.
“The video needs to be aligned to the business goal,” Black says.
Black was a panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.
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“It’s a video-first B2B publishing platform that’s driven by a sponsorship model,” Plesser said at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
“We’re at the dawn of a huge demand for quality editorial content. The demand for quality branded journalism is going to explode.”
Plesser’s model is to find direct sponsorships from vendors in the space for video-taped events in which industry executives discuss hot sector topics, reflecting an independent light back on to benefactors. That puts Beet.TV amongst the recent “branded content” hubbub, which sees journalism organisations marry sponsorship with regular editorial practices.
“It’s really important that newsrooms employ editorial rigour to branded content – or else no-one is going to watch it,” he adds.
Plesser was interviewed by TouchCast co-founder Erick Schonfeld.
Video and the Newsroom
In Politico, Dylan Byers writes about the challenges facing newsrooms in building video businesses.
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