Is Content Marketing the New Advertising? | Outbrain Blog

CONTENT MARKETING & DISCOVERY

Is Content Marketing the New Advertising? (Video)

| Kelly Reeves
Outbrain Ad Week

For Advertising Week 2011, Outbrain was thrilled to present a discussion about content marketing, examining its function as a foundation of other marketing efforts such as search, social and display advertising while also rapidly evolving as an important standalone category for advertising.

Outbrain CEO, Yaron Galai was joined by representatives from some of the largest brand and agency marketers, including Content Marketing Institute, University of Phoenix (Apollo Group), Digitas and Hill Holliday to chat about how they are successfully using content in their marketing strategies.

We captured the panel chat in real time on a big foam board via a graphic recording by the talented folks at ImageThink. Here is the final result:

Adweek panel

Full Video of the Panel

AW8 – Content Marketing The Foundation to… by advertisingweekPanelists (L to R): Yaron Galai (CEO, Outbrain), John Dukakis (Senior Vice President, Co-Director of Content, Hill Holliday), Teal Newland, (Global VP/Group Director of Brand Content at Digitas), Jermaine Peguese (Director of Web Content Strategy, University of Phoenix), Joe Pulizzi (Founder, Content Marketing Institute)

Additional Panel Insights, As Captured By Twitterers

  • Recent study reveals 60% of large brands are increasing their budget for #contentmarketing. (captured by @aolpr)
  • Content marketing isn’t about taking away from your other marketing efforts. Use content to fuel your other existing channels – @UOPX (@Digitas)
  • To start a content marketing strategy you first need to find what is the story of your brand!!! (@Myriam_SL)
  • When starting to craft a content strategy. Start by looking at the assets the brand already owns. Is there a story there? -@tealn (@cassel)
  • The steps: “find your story, find your outlets, test, and keep changing it.” -Joe Pulizzi (@nyegotist)
  • Measurement for #contentmarketing and revenue is not a straight line. “Intent is not created in the search box” (@aolpr)
  • Social, search – They’re quite meaningless if you don’t have great content to drive discussions! (@AdsonLinkedIn)
  • You can’t have a truly integrated marketing plan – creative, media, distribution, etc. – without thinking about content – @tealn (@Digitas)
  • Content marketing is all about user ENGAGEMENT. (@ShellyLipton)
  • Marketers be cautious content is not advertorial. Think journalism! -@jpegeez (@aolpr)
  • Content must be engaging focus on entertainment or education that people want, not product driven education (@TMichaelRogers)
  • The difference between ‘helping’ and ‘selling’ is just 2 letters. (@a_lakhani)
  • Audience design is crucial for getting started on #contentmarketing. Figure out who your audience is and where they are –@tealn (@Digitas)
  • Content is still king w/branding online, and authenticity. (@RDHolland)
  • Content strategy needs to be long-term. Think about your brand’s goals for the program (@Digitas)
  • When you’re creating content as a marketer it should always be through the eyes of the consumer. Create content for engagement! (@AdsonLinkedIn)
  • “If you don’t have anything interesting to say to your customer, you don’t have a brand” – @YaronGalai, CEO of @Outbrain (@PawanJMehra)

 

What is your take on content marketing and its function in online advertising? We’d love to hear your take on the panel in the comments.

 

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Kelly Reeves

Kelly is Senior Marketing Manager at Outbrain. Previously, she was the founding editor of Urlesque, an AOL-owned website covering internet... Read more

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  • Lucinda Brook| October 6, 2011 at 1:13PM

    Some useful nuggets from over the pond. Thanks! How about: Know how mature your market is. Don’t go ‘how-to’ if ‘why’ is where your audience is at. (@LucindaBrook) (@marketingclout)

    • Kelly Reeves| October 6, 2011 at 2:14PM

      Thanks, Lucinda!  Great insight – thanks for sharing.

  • Thomas Henry| October 7, 2011 at 10:10AM

    Great video, thanks for sharing. I think the points around ROI and ‘client buy in’ were interesting, but it reminded me a lot of the worries that were being articulated around social 2-3 years ago. The anwer now is the same as the answer was then, it’s not a silver bullet, it will not change your buiness on it’s own, but when integrated effectively with other channels and marketing practices, you will create an infinitely more powerful customer engagement environment than you ever had before

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  • Rolanddaoustbis| November 24, 2011 at 5:05AM

    Great video, thanks for sharing. I think the points around ROI and
    ‘client buy in’ were interesting, but it reminded me a lot of the
    worries that were being articulated around social 2-3 years ago. The
    anwer now is the same as the answer was then, it’s not a silver bullet,
    it will not change your buiness on it’s own, but when integrated
    effectively with other channels and marketing practices, you will create
    an infinitely more powerful customer engagement environment than you
    ever had before
    ____
    Roland
    Seo Agency

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