King Content partners NewsCred, pushes hybrid content strategy

Rosie Baker
By Rosie Baker | 25 September 2014

Brands are putting more resources into content marketing but the cost of producing it can be prohibitive. King Content has partnered with NewsCred so brands can leverage content from some 4,500 publishers including Huffington Post, The Guardian, The Economist and Fast Company, that, the firm has claimed, could cut content costs by two-thirds.

The deal gives King Content access to NewsCred’s software and premium content in the APAC region.

Paul Ford, King Content global commercial director, told AdNews that the deal could save brands two-thirds on their content marketing budget, by reducing the cost, as well as the time involved in creating wholly bespoke content, but added that it doesn't replace brands creating their own.

“The focus is around a hybrid. Brands still need to have their own in their own voice, but alongside content coming from reputable publishers and journalists," he said.

“If you're committing to a content marketing, it's not just about bespoke content. You're now getting access to content that was previously out of reach.”

The process is not automated, and relies on human judgement of which pieces of content best suit the brand and publishers. Brands can seek out certain types of content on topics they want to align with, the software identifies relevant content within set parameters and then the selection is refined and decided on by the client or King Content team, to avoid misaligned content appearing where it shouldn't.

King Content is in discussion with a number of clients about taking up the platform. There are three tiered packages ranging from $5,500 to $20,000 per month, with clients being given access to more publishers and more content the more they pay.

“We're enabling our clients to partner with publishers and utilise quality high content that aligns with the brand and align with another high quality publisher saying the same thing,” said Ford.

There is an issue of brand protection for publishers, but Ford said there are built-in restrictions publishers can set to control where content ends up.

Ford added that it's also a good way for publishers to start monetising their own content and assets, as a counter to falling ad revenues.

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