Lewis DVorkin: Is Forbes turning into a marketer?

TL;DR

Brand voice allows marketers to publish authentic content on Forbes as part of native advertising.

Transcript

what's brand voice well brand voice is there's a lot that grew up from a startup company that I did here but brand voice is built on the notion that believe this or not but marketers or advertisers they actually have insights they are not stupid people they they understand their industries they they are thought leaders in their industries and in th... Read More

Key Insights

• 👻 Brand voice allows marketers to publish authentic content on Forbes.
• 🏷️ All content on Forbes, whether from contributors or marketers, is fully labeled and transparent.
• 🛄 Forbes aims to increase brand voice revenue to 25% in 2013.
• 🔨 Different advertising tools, such as native advertising, are utilized to reach diverse audiences.
• ❓ Brand voice contributes to 10-15% of Forbes' current revenue.
• 💁 Forbes maintains focus on providing credible news and information despite brand voice content.
• ❓ Transparency is essential in distinguishing between contributor and marketer content.

Questions & Answers

Q: What is brand voice on Forbes?

Brand voice on Forbes allows marketers to publish authentic content using the same tools as contributors, ensuring transparency and clear labeling.

Q: How does Forbes differentiate between contributor content and marketer content?

Forbes ensures that all content is labeled and identified clearly, whether it is from a contributor or a marketer, to maintain transparency.

Q: What percentage of Forbes' revenue comes from brand voice?

Currently, brand voice represents 10-15% of Forbes' revenue, with plans to increase it to 25% or more in 2013.

Q: Does brand voice affect how people view Forbes?

Brand voice only comprises a small percentage of Forbes' daily posts, ensuring that the website remains focused on providing credible news and information rather than becoming solely marketer-driven.

Summary & Key Takeaways

• Brand voice on Forbes allows marketers to use the same publishing tools as contributors.

• All content, whether from a contributor or a marketer, is fully labeled and transparent.

• The goal is to increase brand voice revenue to 25% in 2013 by offering diverse advertising tools.