Specifically, I’ve been talking a lot about the emerging content “arms race” among brands that are funneling resources into telling bigger and better stories. In contrast to the SEO content farm industry we saw thrive — then wither — a few years ago, we’re now witnessing a battle among commercial brands to publish editorial stories in order to build relationships with audiences — as media companies have been doing for decades. It’s been fascinating to see this revolution happen so quickly.
Companies are going to spend a lot of money with native advertising this year, and that means there will be temptation for both brands and traditional media to cheat. When we realized in 2011 that most of our clients were going to be brands, we created a code of ethics in order to hold us and our partners to a higher standard — one that focuses on keeping the reader’s trust at all costs. We decided that if brand publishing was going to happen, someone needed to make sure it was done the right way. We want to help lead that discussion.
Great content can help businesses grow and thrive, but content shouldn’t just be about business. We believe in high-quality original brand publishing that focuses on helping consumers, and we want to see the good guys win. Here are the four main battlefronts that we believe brands need to conquer in the coming year: