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.”
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