Content Marketing Is So Last Year
Summary
Nonetheless, an admittedly unscientific look at who or what really moves the needle nowadays will likely reveal that those carefully crafted pieces of content that brands contribute to Huffington Post, sponsor on Buzzfeed, or promote on are often too ephemeral to make a meaningful (and measurable) impact on public awareness and behavior. Then again, if you’re handling publicity chores for Bruce Jenner’s gender transformation or the Donald Trump reality show... Ironically, the PR industry continues to define success (and get compensated) by the quality and quantity of news coverage its practitioners generate. All this while the real action is happening with paid and unpaid brand ambassadors who have large, passionate followings eager to share their Instagram images, Vine or YouTube clips, tweets and Snapchats far and wide. From UK pub Dazed: “Apparently the ‘three most highly ranked supers [super models] on social’ — Kendall Jenner, Cara Delevigne, and Gigi Hadid, in descending order — ‘are currently valued between $125,000 and $300,000 for a single post across their portfolio.’ If you want to reach a model’s audience, you’re going to have to pay a hefty additional fee for that.” Girls on the next tier…such as Karlie Kloss, Behati Prinsloo and Miranda Kerr — can earn ‘between $25,000 to $50,000 for a single post across Facebook, Twitter, and Instagram.’” BTW — I’m not so sure Karlie Kloss will be in the “next tier” very much longer. Forward-thinking media properties, especially those of the digitally native variety like Mashable or Buzzfeed, have also invested in building their footprints on the social and messaging platforms, e.g., Snapchat Discover, Facebook Instant Articles, Twitter Moments, Google AMP (next year), etc.
