July 05, 2016
How do publishers create the sticky content which has become synonymous with the term native advertising? It seems most branded content programs are produced in-house, while publishers use freelancers to fill in the gaps for technical and knowledge expertise.
When researching our latest customer-exclusive whitepaper, The Business of Branded Content, we interviewed over 30 premium publisher chief revenue officers and executives, examining how they run, manage and sell their branded content programs.
Our research confirms that most publishers leverage a combination of internal and external freelance support to create branded content. 19 percent of respondents reported using only internal talent for their programs, dedicating internal teams or allocating editorial resources to the creation of branded content.
14 percent reported using only freelancers to produce branded content on a more ad-hoc basis; it is not common practice for a publisher to completely outsource their content creation. Instead, publishers should consider utilizing internal talent to retain the publications voice and tone.
More insights from the research:
What necessitates using freelancers?
Although research and convention wisdom does urge publishers to keep as much branded content creation business in-house as possible, there are instances when using freelancers is necessary.
The opportunities for publishers in content creation are large and lucrative. Take advantage of the market trend and build out a strong practice for recruiting and retaining top talent in content creation. The ability to create differentiated and unique brand experiences with content is paramount to maintaining quality as programs scale. Additionally, it is essential to maintaining relevance with one’s current client base, and retaining and renewing their business. Publishers can differentiate by specializing in specific brand verticals and acquire freelancers who are subject matter experts (SME) in those areas.
Need more insight into how global premium publishers are evolving their branded content strategy? Get The Business of Branded Content, the latest in Polar Academy’s thought leadership series.
This brand new guide brings clarity to the publishing and advertising industry by defining the three distinct shades of branded content: editorial sponsorships, custom content and advertiser content – as well as further flavors contained in each shade.DOWNLOAD FREE COPY