Insert your brand message here.
Critics see branded content in just that way -- creators selling out to marketers in the name of pushing product. Defenders argue it disseminates useful information to consumers and enables brands to communicate their stories in ways that are believable and entertaining enough that the people willingly opt in to the message. Here we present viewpoints on both sides of the content divide.
–David Bebee, VP-global creative and content marketing at Marriott International
"The buyers are all asking for sponsored content."
–Mike Perlis, CEO of Forbes
—Arianna Huffington, president, editor-in-chief, Huffington Post Media Group
"Mimicking editorial content is not clever. Readers are smart." –Robert Thomson, chief executive of News Corp.
"There's no line between advertising and branded content, no straight line anyway. It's more of an ambling brook."
-Jennifer Golub, creative director-exec director of content at TBWA content arm Let There Be Dragons.
–Meredith Kopit Levien, exec VP-advertising at The New York Times
"Successful content marketers need to think less like advertisers and more like publishers."
–David Brown, exec VP-general manager, Meredith Xcelerated Marketing
"I don't think Don Draper would have loved banner ads."–Jonah Peretti, CEO-BuzzFeed
"Sponsored content ... has become the fastest growing business in LinkedIn's history. And I don't mean the fastest growing marketing-solutions business. I mean the fastest growing business, period." –Jeff Weiner, CEO of LinkedIn
"Brand journalism is a stupid term." –Shane Snow, co-founder and chief creative officer of Contently
–Gerald Baker, editor-in-chief of The Wall Street Journal