Shafqat Islam, CEO of NewsCred, spoke to the World Congress Tuesday about content marketing. He said that media publishers have sat on “two-legged stools” for decades, as they have relied on advertising and subscription. Content marketing will provide a third leg for media publishers as a method that creates and distributes relevant and valuable content to attract and engage a target audience with the objective of driving profitable customer action. He explained the importance of a business selling their brands to reach a wider audience, something he said NewsCred does.
“From where we sit, we see a massive global opportunity.” - Shafqat Islam
“Ultimately, the only thing that matters when it comes to content marketing is that you have to tell a story that matters.” - Shafqat Islam
“So re-think syndication. Syndication in the old model is publishers selling content to publishers. And you all know in this room, publishers don’t have the most budget. Marketers have huge budgets.” - Shafqat Islam
“Native does not mean that it’s camouflaged or it’s hard to tell if it’s sponsored or not. It doesn’t mean you get to trick the audience. Native just means it’s not disruptive to the flow, it’s where you expect content to appear” - Shafqat Islam
- Content marketing helps companies create and distribute relevant and valuable content to attract and engage a target audience to drive profitable customer action.
- It is beneficial for media companies to create their own brand.
- Companies must put content where they know their consumer will find it in an organic way.
Shafqat Islam, CEO of Newscred, speaks to the audience about where content marketing fits with the legacy news publisher.
Shafqat Islam is the CEO of NewsCred, a platform that connects brands and publishers with the world’s best journalism, streamlining the syndication and curation process. NewsCred’s platform currently works with more than 1000 providers globally, making it the largest collection of news content in the world. The company also works with brands including Johnson & Johnson, Orange Telecom, Pepsi, and Zurich Insurance, among others.
For decades, media publishers have sat on a two-legged stool: advertising and subscriptions.
“No one really wants to sit on a two-legged stool,” Shafqat Islam, NewsCred CEO, said.
There are numerous viable options to create alternative revenue streams and become the third leg of the revenue stool. Islam discussed one such option at the INMA 2013 World Congress on Tuesday: content marketing.
Islam defined content marketing as creating and distributing relevant and valuable content to attract and engage a target audience with the objective of driving profitable customer action.
Advertising was once reliant on publishers to disseminate their marketing ideas, but this is no longer the case. Advertisers can go straight to their consumers, whether through videos, the Web, or both.
Islam explained how publishers can take advantage of the popular trend. Brands have a unique problem that publishers can’t solve: They want content but aren’t experts at creating it.
“If you have relationships with advertisers, which most of you do because of advertising on your site, why not think about repurposing and repackaging content for them?” he asked.
Publishers can repurpose already created pieces of content and sell that content to a relevant brand.
It is beneficial for publishers to build their own personal brand. Smaller companies can sell their content to advertisers with little extra effort to help expand their audience and reach.
This is exactly what Islam’s company, NewsCred, does. Through licensing agreements with more than 2,500 publishers, Newscred takes stories and sells them to relevant brands.
Islam used Pepsi as an example. The Pepsi Web site hosts a variety of entertainment and pop culture stories, sold to them by NewsCred, that fit into the particular image Pepsi wishes to convey.
There is no reason that marketers in individual newsrooms can’t take their stories to big time advertisers, Islam said. Distributing content is just as important as the content itself.
In the end, Islam said it is still all about great content and storytelling: “Ultimately, the only thing that matters when it comes to content marketing is that you have to tell a story that matters.”