“Content is the easiest and most scalable way for someone to exchange value for time.”
Eddie Kim, the Cofounder and CEO of SimpleReach, helps publishers, agencies and brands understand what content is resonating with customers and how to distribute it most effectively. In his company’s analytics, he has seen countless times that the best way to bring clients to a potential customer is using content.
Forbes utilizes an “always-on” model that allows marketers to publish unlimited content as they see fit. This approach, referred to as native advertising and content marketing, creates an audience by building a body of work online. The arena is growing, with an estimated $60 billion to be spent on native advertising in 2016, according to Forbes VP of Ad Products and Strategy Ann Marinovich.
The strategy differs from traditional advertising, and the industry has seen a growing need for measurement and transparency on how native programs are performing. Conversations are increasingly focused on understanding what exactly a product is delivering, and data and analytics is key to that story.
Traackr is an influencer management system that helps brands and agencies curate relationships in online media and has recently partnered with Forbes. Pierre-Loïc Assayag, Traackr’s CEO, has observed a clear change in the content of the message itself.
“Brands have shifted from pushing a specific product on customers, to having a conversation about brand purpose,” he explained.
Read the full session recap at SMW News
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