The Successful Relationship with Clients and the Importance of Sales People

Podcast: Fara Warner, Journalist and Digital Media Expert, shares insights on how to succeed in getting a successful relationship with brand clients.
successful relationship

This is the show notes for the Native Advertising PowerHouse Podcast episode #2 – You can listen to all our podcast episodes right here.


How do you succeed in getting a great relationship with your brand clients? How do you make sure that the content creates value for both the audience and the advertiser and what is the importance of setting guidelines and boundaries? And which role do sales people have in the process?

In this episode, we welcome Fara Warner, Journalist and Digital Marketing Expert who answers all these questions and also gives her advice on starting up a studio from scratch and getting buy-in from the C-Level.

Duration: 57.44

About today’s guest

Fara Warner has a three-decade journalism career. She is an award-winning author and journalist who speaks on the art and science of storytelling, trends in digital marketing and publishing.

In the past decade, she has led diverse teams of developers, designers, writers and editors to create highly successful custom content programs for the world’s largest brands, including Ford Motor Co, Morgan Stanley, Mini USA and Netflix.

Fara is former VP of Custom Content at Dow Jones, Global Content Director at The Wall Street Journal and has served as editorial director at AOL Inc’s Tech, Business and Entertainment Group.

Show notes

00.00-1.02

Introduction

Resources mentioned

100 Significant Women in Native Advertising: http://offers.nativeadvertisinginstitute.com/100-significant-women-in-native-advertising-2018

Native Advertising DAYS conference 2018: https://nativeadvertisinginstitute.com/days/

01.03-8.48

Fara Warner’s background and her first experience with native advertising when she was the editorial director at AOL and created a comprehensive native advertising campaign for Ford Trucks. Talking about the process of having a sponsor on board an editorial process, setting guidelines and creative boundaries and the importance of trust.

“I think they trusted us, I think that’s another important factor in this world in which you are combining two very different crafts: journalism and marketing” — Fara Warner

Resource mentioned

“This Built America”-piece for Ford by AOL and Man Made: https://www.facebook.com/thisbuiltamerica/

days18_banner_gradient

8.49-10.26

The need for strong sales people who can navigate both the client side as well as the internal side.

“Sales people are critically important to the process, not just when you’re selling a program in, but through the entire life of the program, because they hold the client-relationship” — Fara Warner

10.27-16.37

Setting up clear expectations with the clients and being able to say no to clients because you know what your audience wants. You have to stay true to the DNA of your publication.

“It’s all about setting boundaries early on and getting clients to understand that custom content is distinctly different from traditional advertising” — Fara Warner

Resources mentioned

“History of Hedge”-piece for Showtime/Billions (Wall Street Journal): https://partners.wsj.com/showtime/gaming-the-american-dream/

“Cocainenomics”-piece for Netflix/Narcos (Wall Street Journal): https://www.wsj.com/ad/cocainenomics  

16.38-21.41

Publishers are stressing over budgets and one tempting way is running native programs that can run well on other platforms as well. Would Fara Warner advice against that?

“I think you can think more about renewal. I think renewal is really really important” — Fara Warner.

21.42-28.45

How to create value for the advertiser, not just the audience, and getting more sources of revenue while still staying true to the publication’s DNA.

“It’s about creating a more holistic experience for that client” — Fara Warner

28.46-32.35

Using editorial staff to create native advertising and the difference between magazines and news media.

“I understand the reason for doing it, I understand desiring to monetize your newsroom, but I think it raises, for me, questions as a reader as to what’s the journalism on the newsroom side and what’s the brand journalism on the other side” — Fara Warner

32.36-43.25

Setting up a studio from scratch, setting up a team, and getting buy-in from C-Level

“To start from scratch, one of the things is making sure that the sales organisation understands how to sell custom content. Because it is a different animal to sell” — Fara Warner

days18_banner_gradient

43.26-47.47

Studios acting as agencies

47.48-51.13

What is good native advertising?

“For me, great native advertising happens when a brand understands, ‘it’s about the story, and my brand is playing a supporting character role, but I’m not the lead’. The story is the lead, the person is the lead” — Fara Warner

Resources mentioned

Branded video from Square: https://squareup.com/dreams/yassin

51.14-54.46

A campaign that you are particularly proud of?

Resources mentioned

“Cocainenomics”-piece for Netflix/Narcos (Wall Street Journal): https://www.wsj.com/ad/cocainenomics 

“Defy Hunger Together”-piece for Mini USA (Wall Street Journal): https://partners.wsj.com/mini/defy-hunger-together/

54.47-56.00

A piece of advice to publishers wanting to succeed with native advertising.

Resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

All resources mentioned

100 Significant Women in Native Advertising: http://offers.nativeadvertisinginstitute.com/100-significant-women-in-native-advertising-2018  

Native Advertising DAYS conference 2018: https://nativeadvertisinginstitute.com/days/

“This Built America”-piece for Ford by AOL and Man Made: https://www.facebook.com/thisbuiltamerica/

“History of Hedge”-piece for Showtime/Billions (Wall Street Journal): https://partners.wsj.com/showtime/gaming-the-american-dream/

“Cocainenomics”-piece for Netflix/Narcos (Wall Street Journal): https://www.wsj.com/ad/cocainenomics  

“Defy Hunger Together”-piece for Mini USA (Wall Street Journal): https://partners.wsj.com/mini/defy-hunger-together/

Branded video from Square: https://squareup.com/dreams/yassin

More Native Advertising PowerHouse

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