At 4:30 p.m. ET on the first day of ClickZ Live New York, Playboy’s Robin Zucker will be speaking about “Getting Real With Native: Making Branded Content Programs Work.” Her session will focus on how to create high-quality branded authentic content that serves the need of promoting a brand — without having any advertising or promotional component to it at all.
Robin is Senior Vice President of Marketing, Digital Media for Playboy. I spoke with Robin about how she views the role of branded content. Playboy uses content campaigns to help brands get exposure to the Playboy audience, including their audience of more than 28 million fans across social media. In today’s post, I extract the key points from that conversation.
How the Marketing World Has Changed
The first thing that leapt out to me during my chats with Robin is how much the marketing environment has changed over the years. For traditional marketers, the notion of promotion without self-promoting is a confusing one. Traditional advertisers are used to broadcasting in-your-face self-promotional messages in all of their campaigns. It’s just the way it was done 10 (or even five) years ago. But the new media world has changed all of that…
