Is Content Marketing Deceptive?

The lines between content marketing and sponsored advertising have started to blur to such an extent that the FTC is getting involved. Seems as though the Feds are concerned that certain content marketing tactics may be deceptive.

Defined by Joe Piluzzi in his new book Epic Content Marketing, content marketing is as “the marketing and business process for creating and distributing content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.” Content marketing applied to traditional media outlets becomes “branded stories” or “sponsored content,” which is projected to grow by 24% to $1.9 billion according to the Wall Street Journal. So, there is a lot at stake, particularly for traditional publishers who have discovered a new source of revenue.

This week’s FTC workshop entitled, “Blurred Lines: Advertising or Content” is designed to begin the discussion and establish the foundation for disclosure parameters to protect innocent consumers of sponsored content who may be lured into “profitable customer action.”


About Ethos

Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine.

At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives.

With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals.

Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us!