Interview with our CCO


We are about to change our products – tell us about that!
We have made some adjustments to our core products. Basically it means we will be focusing more on Native Advertising, and Branded Content in particular. We will have fewer Brand Ads and more text based ads. This means more articles for our readers to read, and more ad spaces for us to sell. And our products will improve in quality as well. A win-win situation.


We hear a lot about Native Advertising, Branded Content and Sponsored Content. What are the differences between them?
Native Advertising is the overarching term for editorial like ads. After the introduction of these, new names and solutions started to pop up. Branded Content and Sponsored Content are the most common ones. Within EMP, wee distinguish them as follows:

Native Ads are 100% owned by the customer. This means the customer can control the layout, fonts, story, etcetera.

Sponsored Content are the opposite. They are 100% created by the Content Studio and then the customers choose to sponsor it or not. They have nothing to say about the look, content etcetera.

Branded Content Ads are a mix of Native Ads and Sponsored Content. This means we can make sure to make a better product that has a consistent appearance/layout.


Why are we making this change now?
We have seen an ongoing trend towards branded storytelling. And that it works. This is the reason why we are focusing on Branded content ads and not Native Advertising or Sponsored Content. As I said before, the products will be better if we can have a consistent appearance/layout and are not framing the Ads, nor branding them as ”Ads”. That can’t be done if we sell Native Ads.
The industry (facts from Contently and Forbes) are talking about 3 trends that are relatable to our business:
– Brand storytelling is on the rise
– The content must be original and relevant
– We are going from Awareness Content to Product Content

These points talks in advantage to our new strategy.


Our new Branded Content Ads will be marked as Sponsored articles and must contain homepage and logo.


How will this change the way we work?
Basically not too much. We must still talk about our key USP’s – the distribution channel, readers, profile, experts and the topics we are writing about.
We are changing the focus from selling brand ads and Native Ads/Advertorials to Branded Content Ads. We will have less editorial articles than before so we can focus on selling and concept development with our clients. You will still have a profile and an editorial (vorwort, voorwoord, ledare, lederkronikk) and use the editorial tools that we have. The editorial will not be mandatory. A good strategy is to find the best expert possible to talk about some of our business areas, and then let your client be interviewed as expert on the ad spaces after.


What will the result be, do you think?
The result will be better products and a higher turnover. We have done two campaign with Branded Content Ads that have been well received both by clients and readers. So we know that this is working. In the past the Native Ads have been sold for a higher amount in comparison to Brand Ads. Individually it means that you have a higher possibility to reach the € 100.000 goal, be more creative and talk about concepts with the clients and earn more money.

Here is a great example of a Branded Content Ad that looks like a profile interview.


Nice example of how to use a spread by writing about different destinations to inspire people to travel.


Is Branded Content the next big thing in Content Marketing?
One of the big things for sure. I have found 3 trends that we can easily relate to our business. (Source: Contently and Forbes)

Brand Storytelling/Branded Content
Learning how to leverage brand storytelling is a skill not all marketeers have mastered. Many think it just means they are entitled to talk about themselves more or that they need to get other people to talk about them more. Wrong.
Brand storytelling goes much deeper into who you are, and why you’re doing what you’re doing. Brand storytelling is more about the experience you create, and how you engage your customers, as opposed to bragging about yourself. Big difference.

This is where the EMP Content Studio comes in handy. The Studio can develop concepts and guide the customer to the best possible content.


Original and Relevant Content – NOT Click Bait
Did you know that 78% of consumers say that personally relevant content increases their purchase intent?

If the EMP Content Studio comes up with fresh ideas and relevant content it will be better for the customers. This is something that is programmed in EMP DNA – always producing relevant content.


From awareness content to product content
We’re now seeing that people are using content to directly affect the business, content that helps directly drive the sale, content that directly makes a purchase happen. So, product-focused/business-focused content doesn’t sound as sexy, but we’re definitely seeing companies start to shift their investments from awareness content to product-focused content.


The Awerness content process.


I find this point extra interesting. It means the industry is ready for Branded Content Ads that are product-focused (which is far more direct than the Awerness Content process, see above) and directly make a purchase happen. We often see that the product-focused ads are Brand ads with a product and a price. But now the industry wants to see a good story about e.g. a Smart TV. This is a major USP if you are doing a B2C topic. We are doing ”Dream Home” at the moment and previously it has contained a lot of Brand Ad. Now the focus is on Branded Content Ads, which is a new way to advertise for most of our clients.