Tired of this question already? Get used to it—sponsored content and brand journalism and content marketing are here to stay (not that they’re really anything new).
Thanks to The Guardian‘s latest conversation (sponsored by Outbrain) on the relationship between PR and whatever you want to call that other thing, we have some helpful quotes!
From Justin Pearse, head of marketing at Bite:
“Using great content to tell brand stories has always been with us…The problem [with new content distribution channels] though is it’s these technologies that have also led to a flood of content pollution online, as brands create content for algorithms, not people.”
From Jeff Pyat, head of global PR at Outbrain:
“PR firms need to have a strong understanding of all the distribution channels available to them…If PR owns the content, the industry will be well positioned for the future.”
From Jo Sheldon, executive director at Edelman:
“It has to be signposted so that consumers know who’s funding it and can make their own judgements. If it’s great content, relevant and in the right place they’ll enjoy it—paid or earned.”
Does that clear things up?