Dive summary:
- The Washington Post is launching "Brand Connect" that will let marketers created content and post it to the site, similar to Forbes' Brand Voice.
- The publication views the sponsored content as important and will run the sponsored content on the homepage.
- Sponsored content has sometimes come under scrutiny; for example there was some backlash when The Atlantic ran sponsored content on scientology.
From the article:
"WaPo is taking a middle-ground approach to the creation of the content. A rep said in some cases marketers would create it, but the publisher would also offer services via its advertiser team. Editorial resources will not be used. The spokesperson also wouldn’t give specifics as to how, exactly, brands will be able to post content. Many publishers running sponsored content brag that the secret sauce is allowing advertisers the same tools as editors get. It’s unclear if the Post will go this far."
