Online content has a perception problem, an issue highlighted by the following NY Times article: Lost in the Digital Swamp, Link to Link.
Essentially, there’s a somewhat seedy side to online content – the world of click-bait and misleading adverts which tap into basic browsing behaviours. It’s the type of content which uncompromisingly fails to deliver on headline promises and leaves users feeling cheated. Some news sites have banned these links from their pages but some have been seduced by the easy revenue potential, to continue to allow them. And that’s giving digital content overall a bad name.
This perception problem can make many brands nervous of online content. And it’s not surprising that they would feel like this. You only have to look back at the recent scandal of adverts for well-known brands appearing alongside potentially damaging content, to see the perils of placing online content on a platform which can’t guarantee exactly where your advert is going to be placed.
Financial brands, in particular, have to be extremely careful about knowing exactly how and where their online content is going to appear. Protecting brand safety in a world where news travels fast is vital to avoid reputational armageddon.
Our ethos is that the quality of an online advert’s context is as important as the quality of the content itself. We only use 250 premium business and financial sites as channels and we guarantee 100% transparency – our clients are reassured that their content is only going to appear in context.
We start with the end user in mind, not the shock-factor of a clickbait article. Truly creating advocates only happens when there is trust and an expectation of a promise of content which will deliver.