Native Advertising Is Not Just Top-Funnel – It’s a Journey

Podcast: Mary Gail Pezzimenti, VP of Content at CBS Interactive on whether or not native advertising should be used for tup-funnel content only.
top-funnel

Should editorial teams and branded content teams work together – and how? What are the pros and cons of working with RFPs versus creating proactive ideas? And should native advertising be used for top-funnel content only?

In this episode, we welcome Mary Gail Pezzimenti, VP of Content at CBS Interactive, who shares her thoughts and experiences from being in the branded content game for over a decade.

Duration: 53.29

About today’s guest

Mary Gail Pezzimenti is the VP of Content at CBS Interactive.

She recently left the job as VP of Branded Content at Mashable. Furthermore, her resume counts a former position as VP of Content Creation at the Huffington Post.

She is an expert in content strategy and editorial business strategy and has over a decade of experience with helping brands with brand initiatives and campaign-driven content marketing initiatives that truly resonates with its audience.

Show notes

00.00-0.40

Introduction

0.40-3.08

Mary Gail’s background in native advertising and her role at CBS Interactive.

3.08-9.19

The collaboration between editorial and branded content teams. When and how should they work together? – And Mary Gail Pezzimenti’s role as Switzerland.

“It is very very rare, now, that I see that we can respond to an RFP without having an editorial activation as well as a branded content activation. You really must have both” — Mary Gail Pezzimenti.

“The most important thing is that you’re transparent with the audience. You tell the audience that the branded team has been working on it. I think that communication is so important” — Mary Gail Pezzimenti

9.20-14.54

The organisation of a studio – who would be the most important roles in the beginning? And is there a difference between small and larger organisations?

14.55-18.09

It’s more about interesting partnerships than new formats.

“AR, I think, is gaining prominence over VR, but it’s not as much about formats as it is about different ways of storytelling and interesting partnerships being formed” — Mary Gail Pezzimenti.

18.10-21.00

Partnerships – what do you need to look for in a partner when doing branded content?

21.01-26.19

Answering to RFPs vs creating proactive ideas.

“I always recommend, respond to the RFP, exactly what they’re asking for, but also offer an idea that is out of the box and well beyond what the budget was. If you don’t ask for it, you will never get it” — Mary Gail Pezzimenti.

26.20-33.18

The importance of having a strategy and mirroring the editorial team and the ability to create research, etc.

“There’s a major shift in how editorial, sales and marketing teams are working together. You have to go to the client partners and agencies as a united front” — Mary Gail Pezzimenti

33.19-45.37

Some platforms are better for top-funnel and others better for bottom-funnel. Does this have a say in how to make a content strategy? And is native only for top-funnel content?

“You have to make sure that the content that you are distributing on that platform is really organic to the platform. Don’t just take a piece of content and put it everywhere in the same way, you need to be very careful about how you’re crafting it” — Mary Gail Pezzimenti

“I don’t think it’s just a top-funnel play. However, I think that there is a journey and I think, no matter who you are, you have to start with high-funnel” — Mary Gail Pezzimenti

45.38-53.29

The biggest mistakes being made when doing native advertising and the future of native advertising.

“The single biggest issue that I see around branded content is that if there’s a misalignment between sales teams’ understanding  of the branded content offering and the branded content teams” — Mary Gail Pezzimenti

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