Branded Content Process: Needs assessment, Writing, publishing
The Advertorial team consists of a Editorial writer, Web Producer and DSM/PM.
Current Team: Agency & contract inquiries: Samantha Brady - [email protected]. Editorial Writer: Alison Klein- [email protected]. Web Producer (back up StoryLine Producer): Frank R. Reynolds - [email protected]. StoryLine: Amy Greenbaum - [email protected]
Roles and Responsibilities:
DSM/PM is responsible for the client relationship as it relates to the regular publishing of Advertorial content. Creating timelines, delivering raw materials for writing articles, and or getting approved articles / Images to the Advertorial writer for review and all asset management connected with the contract. Regular communications & status to the Client.
Editorial Writer (also StoryLine Producer) is Lead Writer on point for writing schedule, and responsible for writing articles for the client if need be or reviewing client articles for inclusion in Advertorials. The Writer partners with the DSM and the client to manage writing and publishing cadence, select story ideas, managing expectations, recomending imagery for each article.
Back up StoryLine Producer is responsible for publishing branded content articles to the client section, including syndication if needed. Often they can help select images from our stock photography site.
Contracts need to be in place before requesting an Branded Content Section at StoryLine Service Desk
Preparation with Client, Advertiser
- Who is the client / industry / segment you want to target or write articles about?
- What cadence the articles / videos will be posted?
- Is the client writing? Does the Client need assistance from an Editorial Writer?
- What is the Start date?
- The Editorial Writer will need to be involved and work with your Advertiser to help seed the section with 3-5 articles or simple 1 article.
- Step 1 - Set up a meet with Editorial Writer and your Advertiser
- Step 2- Submit request for Branded content section through StoryLine Service Desk: Include name of Advertiser, this will become the section page name and URL.
- Allow 2 weeks lead time from signing of contract to live out of the box branded content section.
Advertorial Requirements:
Create ads to lock to the page, including wallpaper if that is sold as CTR. Creative will be branded but each Advert should show a variety of marketing messages, imagery and different creative elements so the banners do not look repetitive.
Establish cadence for publishing – 1x week, bi-weekly etc.. Note: More often is recommended to keep the Advertorial fresh with content and articles surfacing in the HomePage Sponsored content widget.
Provide to the Editor from your client:
1. At least a general topic (how allergies can affect sinus function, for example).
2. The page they’d like the content to link to on their site.
3. Any pertinent information about the demographics of the audience they want to reach or how the article is intended to support their marketing strategy.
Publishing and maintenance
Branded content team adds the copy, videos, images to the Advertisers section. The do not publish or work with story packages for any other area of the station site.
Please be very descriptive with your directions to the Branded content team's web producer.
During a publishing cycle:
- Each week or each drop should be bundled / formatted for the Advertorial producer on dropbox or a station asset location the team has access too. One story package should be packaged and labeled as:
- Folder: Client Name-date-Title of post
- Article name / title (date)
- Article Image(s)
- Article Video with title (not numbers)
Native Advertising Editorial Guidelines
Editorial Promise:
The "station call letter" website is home to stories that educate, entertain and inform readers. The point of each story is clearly indicated in the title, and the content is written in a clear, linear way to deliver the information promised.
Sponsorship writing:
Whatever the client wants to say should take the form of a digestible and easily intelligible story that delivers value. The most successful stories make themselves relevant to the reader by providing information in a way that catches their attention and conveys useful information. No one is on "station call letters" website looking for a lecture on sinus treatments, but users will click on content that is relevant and helpful to them.
Example titles that inform users:
Allergies Giving You Pressure Headaches? 4 Ways to Relieve the Pain
Is Your Partner’s Snoring Keeping You Awake? An Ear, Nose and Throat Doctor Can Help
Need ideas?
It's not everyone’s cup of tea (and we make no claims as to the quality of the current content) but https://www.buzzfeed.com is a good point of reference for anyone trying to figure out what relevant, digestible, appealing content looks like.
FAQs for Advertorials
Question: What are the Guidelines for content?
Answer: Articles need to be fresh and topical, no restrictions on what industry segment we write about, follow the same article writing conventions we have from our journalists on our sites. Important thing is to think of article titles and content readers would be interested in!
Question: Who writes the content?
Answer: Currently our staff writer (Alison K) who is our dedicated writer. Sometimes the Advertiser will want to write their own content. That is fine, it simply needs editorial review by our staff writer.
Question: What information does the writer need from the client?
Answer: Writer and DSM set up a “discovery” call with Advertioser to discuss topical article ideas relating to the clients industry. At this time they set up a publishing cadence and review schedule, discuss options for article content and look at the advertisers competitors, assessing content needs or gaps.
Question: Does the station work with the writer after they collect the information from the client?
Answer: Yes. The writer is involved and corresponds with the client, Cc the DSM for awareness on article discussions. The DSM / Station is responsible for all Advertiser relations and project management.
Question: What information do we need to provide the Advertiser to start gathering this information?
Answer: Post interview with Writer, DSM and Advertiser on topics they think they want to promote or drive users to, we should gather the section page title, show them examples of similar properties, request high res photography for article images, and a writing / publishing schedule
Question: What are the deliverables?
Answer: Section page for Advertiser, Articles (video and or Images) for Advertiser, Publishing schedule, & Branding assets like ad creative /wallpaper.
Question: What ticket do we use to submit for Branded content sections?
Answer: File a StoryLine Service Desk Sponsored request. Once that is done, the WebOps team alerts AdOps and the Branded Content team StoryLine rep: Amy Greenbaum