August 9, 2012 by Volamoot at Mashable!
You’re a brand (hello, brand!), and you’ve decided to invest in brand publishing. It’s the hot new thing, and you hear there’s serious ROI behind it, so you figure what the hell.
You tell your ad agency about your new interest in this kind of content. They rave about how they’ve invested in a team of editors and journalists in preparation for this exact moment. (Translation: they have a vendor in mind to outsource the work.) You start posting on your blog every day, but 60% of your traffic is coming from your own PR team.
Is this worth the investment? No. But it can be.
The fact is that agencies aren’t publishers, and getting people to watch and read things you m…
posted by Mashable from http://mashable.com/2012/08/09/branded-content-tips/