2 Ideas for Custom Sales
Here are two outside the box ideas to add to your custom sales efforts.
As publishers expand their custom sales and marketing services offerings, the best sales products are the ones that highlight a brand while simultaneously solving the execution challenge a manufacturer would have if it attempted its own content marketing campaign. In that sense, the more creative a publisher can get with its marketing services, the better. Yet, this very opportunity can also be a challenge if a publisher lets its services offerings spin out of control. But distinct service packages are a great way to help a customer conceptualize how it wants to bring its products to market. Here are two examples of services offerings from two very different organizations.¬†
Service: Content Velocity
Brands are publishers, too, as the saying goes, but most aren‚Äôt very good at it. Many times they simply want to tell a story. Other times, a more dedicated content production process is needed. McMurry/TMG created its Content Velocity service for the latter. The company will set up a dedicated newsroom to produce content in ‚Äúreal time‚ÄĚ for a client. Beyond a campaign, this service is a longer-term commitment designed to engage customers on the open Web and in social media and ultimately pull them through the conversion funnel.
‚ÄúWe‚Äôre helping a brand have that direct presence,‚ÄĚ says Matt Peterson, McMurry/TMG CEO. ‚ÄúAs a key ingredient of that we have to build and engage audience where they are‚ÄĒwith one of the main goals of driving them back to that owned space the brand has created.‚ÄĚ
The service sets up a media team including content creators, social journalists, graphic designers and editors who are on the front lines representing the brands‚ÄĒessentially creating an pop-up newsroom for the client.
One of the goals of native advertising or custom ad programs and products is to embed the advertising within the publisher‚Äôs content stream. A prerequisite of this process is closely tying the ad‚ÄĒin design, format and content‚ÄĒto the surrounding editorial. The sweet spot is taking a recurring editorial product and retrofitting advertising content into it. In other words, the publisher would be producing the content anyway, but it‚Äôs working with a client to enhance or repurpose the section with sponsored content. The ideal is turning an ad into something valuable enough for readers to engage with as if it were standard editorial fare.
Livingly Media is taking this approach with its Sponsored Galleries service, which leverages existing edit content packages‚ÄĒcurated and annotated photo galleries, lists and trend pieces‚ÄĒand models advertising content after them. ‚ÄúThe key element of that is the content is being placed into the general flow of the normal website,‚ÄĚ says Tony Mamone, co-founder and CEO of Livingly Media. ‚ÄúThat‚Äôs the native element of it. It‚Äôs not interruptive, it‚Äôs front-and-center.‚ÄĚ
In November, Livingly Media site StyleBistro partnered with Saks Fifth Avenue Off 5th to develop an ad product that features Saks clothing in a gallery-like experience similar to what the site curates for other editorially-based fashion spreads. The editorial content within the gallery is also written by the site‚Äôs editors.
The service also leverages the company‚Äôs custom-built content publishing platform, a key ingredient in Livingly‚Äôs ability to create the sponsored content modules for clients.¬†