More and more in online marketing you are seeing a shift away from traditional online marketing. With the rise of branded content, the line between editorial and advertising is greying out, welcoming a world where advertisers can promote their product or service, and deliver worthwhile content to a readership.
One company that is investing heavily in branded content is. JustFly is an online travel agency that has recently began integrating branded content into their overall marketing strategy, buying into the wave that is sweeping over the online marketing world.
The Conflict Facing Traditional News Sources And Websites
The black-eye on branded content is, and likely will remain to be, the idea that branded content violates the journalistic concept of church and state. Church and state, in the eyes of a journalist, is the idea that advertising and editorial never cross paths and they are 100% independent of each other. This has been an established practice in newsrooms across the world until the dawn of the internet age. With the rise of internet usage, the value of the traditional radio news hit or newspaper editorial dropped dramatically thanks to the ability for people to effortlessly gets news on-demand online. While blogs have been quick to make the switch to branded content, traditional journalistic websites have slowly crawled into the arena.
The Reality Of “Selling Out”
- The New York Times
- The Washington Post
The Future Of Branded Content
Back to JustFly, their Media Manager Mark Novak believes branded content is both the present and future of online marketing, even as search engines like Google up their efforts to differentiate between genuine news content and branded content, saying “every time Google updates their search algorithms, online marketers find new ways to boost their profile online using branded content,” adding “it’s a game of cat and mouse, where the odds of you publishing high-performance content depends on the ability of writing team, and the engagement it receives from your readership.” Novak added thatthe state of online marketing in respect to how it is perceived by search engines.
It’s almost a foregone conclusion that branded content is here to stay. While this strikes a nerve with many in the journalism community, journalism will need to learn to make room on the page for sponsored posts, guest columns, and branded content.
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