The Intersection of Content Marketing and Advertising

In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value.

But how do marketers reach a large audience with their content? Major publishers continue to have audiences that dwarf those of nearly every marketer, relying on just their own audience isn’t enough.

In the past, marketers relied on advertising and PR to get to these audiences, but those approaches mean the marketer’s own content is still a step removed. Today, there is an emerging third option that allows marketers to distribute quality content at scale: native advertising. [Read more…]

LinkedIn Just Went Into the Publishing Business

A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. However, labeling it the ability to follow thought leaders (as LinkedIn did) misses the real point.

LinkedIn did not launch a new feature to follow thought leaders or the ability for select individuals to publish articles on LinkedIn.

LinkedIn just launched as a publisher with 150 thought leaders, influencers and public figures as their first journalists and contributors. [Read more…]