A Q&A blog series featuring publisher content studios presenting at the IAB Content Studio Showcase on October 16: CBSi Studio 61, CNN Courageous Studios, 23 Stories x Condé Nast, Disney Co/Op, Hearst Magazines Digital Media, NBC Content Studio, News Corp. Storyful, Pandora for Brands, Refinery29, RYOT, The New York Times T-Brand Studio, and The Foundry @ Time Inc.
Publisher content studios have swelled in number in recent years because marketers have recognized publisher’s unique ability to craft marketing communications that allow for longer, deeper, and more narrative than traditional media advertising. Contemporary publisher content studios develop a range of branded content for marketers, designed for the publishers’ owned-and-operated sites, as well as for distribution across other digital and multimedia properties. Content can include a mix of traditional editorial, full-length video programming, short-form video, mobile apps, podcasts, and more. And the name of the game is storytelling vs. overt selling.
SVP of Creative + Content
The Foundry @ Time Inc.
We caught up with Chris Hercik of The Foundry @ Time Inc. to provide some insights about their content studio offering in advance of the IAB Content Studio Showcase event titled “Brand New Ideas.”
Tell us about your content studio.
Launched in August 2015, The Foundry, Time Inc.’s content and creative studio, delivers high-quality, premium content at scale for clients and advertisers. We offer a leading suite of content services and solutions that engage audiences across platforms. Our creative and distribution approaches are informed by data so we deliver to our clients the right content and serve that content to the right people at the right time.
Why are publisher content studios so hot right now?
We’re able to leverage our portfolio of influential brands, and we can deliver premium content at scale all in one place. Authenticity and trust define the content that Time Inc. creates. By actively leveraging our brand portfolio, we share those invaluable commodities with our partners and strengthen their messages.
What are some of the key questions you consistently get from brands and agencies about your content studio offerings?
- How do we define success?
- How do we leverage our brands’ social handles?
- Can you guarantee traction?
- How do you activate data?
- How do you work with our various agency partners?
What makes for a great partnership for branded content success?
At the end of the day, the content we create is for the Time Inc. audience. That said, what we create is not about us. It’s about you, the client, and your relationship with our audience. When we find the right balance of brand messaging and authentic storytelling, the client wins and the audience is pleased by the experience, making it more likely that awareness is raised and a transaction is pursued.
Why is the IAB Content Studio Showcase event important? What’s in it for the brand attendees?
It’s critical to keep up to date with industry news and to learn about new offerings that brand partners can leverage.
IAB’s Content Studio Showcase is a one-day event in New York City that is open to Brand and Retail marketers only. Limited space is available for this free to attend event that will feature the capabilities of one dozen of some of the most prominent content studios in digital and multimedia publishing including: CBSi Studio 61, CNN Courageous Studios, 23 Stories x Condé Nast, Disney Co/Op, Hearst Magazines Digital Media, NBC Content Studio, News Corp. Storyful, Pandora for Brands, Refinery29, RYOT, The New York Times T-Brand Studio, and Time Inc. The Foundry.
Attendees will walk away with actionable insights about publisher studio partnerships, answering questions such as:
- How does a brand get started with a publisher content studio partnership?
- What are the key questions a brand should ask upfront to ensure a content studio program provides maximum value and meets their objectives?
- What are some best practices to ensure success?
- How is ROI evaluated?
Only 100 seats are available exclusively for qualified brand and retail marketers. Reserve your seat today