The call of content

Posted: 27 Jul 2017 - 15:05
The call of content
To get past ad blockers, marketers are reverting to an old practice – what was known in print media as ‘advertorial’, but is now known as ‘branded’, ‘sponsored’, or ‘native’ content.

Giving brands a platform to demonstrate their relevance through well-written editorial is nothing new. But throw engaging videos and attention-grabbing infographics into the mix and you have an effective revenue generator which, when paired with a publisher’s in-house content expertise, offers a compelling proposition for advertisers and media owners alike. Consider the BBC’s StoryWorks, Guardian’s Guardian Labs, Business Insider’s BI Studios, and the Telegraph’s Spark.


But having the right content isn’t always enough. Context counts. In the same way that programmatic ads can be planned, served, and tracked, so too can content. Getting content distribution right is a vital part of any media strategy. In fact, 57% of people feel more positive towards brands that produce content for them.*


Delivering the right content at the right time is crucial, but the best way of making an impact on your target audience is to give them something they’ll find valuable: insight, data, information, an offer. Something that won’t be hampered by ad blockers.


For brands to do this effectively and continually engage students, they need to focus on four things:


Content relevant information that’s aligned to the audience’s current experience.

Context an understanding of the audience’s lifestyle and personal experience.

Creativity – use the channels students are most familiar with in a way that’ll have an impact.

Connections – reach the right audience, or more specifically, those who’ll be most receptive to their messages.


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To find out how we can support your content campaign, call 01242 544 881 or email



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