As local media organizations look toward 2020 opportunities for revenue growth and increased audience engagement, there is a path that shows unlimited potential and a proven track record of success for advertisers and media teams: branded content. This is not a new shiny object but a time-tested marketing method that has worked for all media types in all types of markets.
An exciting opportunity available for anyone and everyone is an in-person crash course in branded content sales best practices, distribution strategies, and content creation examples during our Branded Content Innovation Mission on November 12-14. On this mission, we’re visiting The New York Times T Brand Studio, Vox Media, Wavemaker, IAB, Facebook and will have sessions with experts from Social News Desk, Tubular Labs, Graham Media Group and The Dallas Morning News.
Learn more about the organizations hosting our mission:
Mike Katona, director of digital operations at Graham Media Group, will give us an under-the-hood look at their branded content travel initiative, Taking Off. He’ll share how they used data-driven decision making to create content around categories with potential revenue growth and how they built a new cross-platform product for their sales and content teams.
Rachel Watkins, Senior Manager, Strategic Partnerships and Experiential Marketing at Belo Media Group and The Dallas Morning News, will explain the opportunities for new revenue and audiences through cause marketing initiatives. She will show us how FWD>DFW sparks awareness, conversation, and measurable improvement in the equitable education, health and wellness of our community — and reaches more than 1.6 million people every week.
Social Media Strategy:
Get take-home advice from Apryl Pilolli, Social News Desk’s head of innovation, on best practices building, selling and distributing branded content through social media channels. She will take us step-by-step through the process and help you build strategies that will increase engagement and revenue.
IAB is the industry leader in branded content collaboration, best practices and strategy. Their team will present an overview of their research on the direct brand economy. Branded content, creation, sales and strategies are at the core of the direct brand discussion and will provide a thought provoking backdrop for the mission.
Vox Media, Digiday’s 2019 Best Content Studio, will share their secrets and strategies behind educating and preparing sales teams for effective branded content selling. Learn how this content powerhouse has built successful content brands and hear first-hand how you can implement their methods with your team back home.
We’ll visit Wavemaker, a transformational media company leading the field in connecting media, content and technology. Learn about their world-class content and experiences that help brands connect with their audiences and enrich the purchase journey. These discussions will center on the unique value of local media content environments for branded content, and give both participants and the agency leaders opportunities for feedback on each others’ efforts.
JUST ANNOUNCED! Take a tour of T Brand Studio, the brand marketing unit of the New York Times. We’ll learn how they successfully create brand “stories that influence the influential” and we’ll discover their award-winning strategy behind content creation with a journalistic frame of mind. We’ll talk to their team about their experiences working with the world’s biggest brands and hear how they create brand content that shapes opinion.
The Facebook Journalism Project will share real-world strategies for using CrowdTangle to monitor and track branded content posts. We’ll also cover their new sales enablement guide for branded content, sending you back with a take-home plan for selling, planning and monitoring your branded content campaigns through Facebook.
In this session with Tubular Labs, we’ll review best practices for selling and distributing branded video content on social media. Learn what types of content perform well on each social video platform and discover what your sales team needs to be successful. Jason Whitney, director of sales at Tubular Labs, a company that measures over 6 billion videos on major social platforms like Facebook and YouTube, will also share what types of brands buy the most branded content.