Should content marketers include sponsorships in their promotion strategy?
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Paul Caluori, Global director of AP Digital Services, The Associated Press
"So sponsorship's a little bit different from content marketing. With custom content, you're hiring somebody to build content specifically around your product. With a sponsorship, you might be a brand that is very important within an industry that an organization could be writing about. So if The AP or if a particular publisher were writing about, let's say, the auto industry, you as an auto insurance company may be interested in sponsoring a project around how manufacturing has changed in the last 10 years. You as a sponsor wouldn't have editorial input in the same way you would if you were having custom content made. But you'd say you'd get to have your name associated with this thing by sponsoring it. And so that's a different thing. And, again, it's a form of associating yourself as an authority with something important. It's a little different in that it's not necessarily a piece of custom content that is disclaimed as such."