By Galvanized Staff
Where business, health and media intersect. A round-up of top headlines from the past week:
WSJ: Google’s New Moonshot Project: The Human Body
Is there a genetic blueprint for the perfectly healthy human body? Google has set out to discover just that. The ambitious project, called Baseline Study, has 70-to-100 experts from various fields looking at anonymous genetic and molecular information from 175 people—and later thousands more—to create the fullest picture of what a healthy human being should be. We’re geeking out at the news and what the project could mean for preventative care. Huge! Click here for the full story.
SCIENCE DAILY: The 92% Clean Plate Club: You’re Not Alone In Eating Everything On Your Plate
Mom told us to clean our plates before leaving the dinner table. And 92% of us listened! A new Cornell University study shows that the average adult eats 92% of whatever he or she puts on his/her plate — scary when you think of gargantuan restaurant portions. Diet tip: Ask your waiter to doggie bag half your entree before bringing your meal to the table. Click here for the full story.
WSJ: As Cereal Slips, A New Battle Over Breakfast Dollars
With low-carb diets like Paleo continuing to thrive, and recent news that skipping the first meal of the day may not impact weight loss after all, profiting off breakfast — especially cereal — has become a bit of a doozy. But major US restaurants are convinced there’s money to be made, and they’re furiously brainstorming convenient, high-protein options to win to breakfast battle out-right. Click here for the full story.
NPR: Some Food Producers Are Quietly Dumping GMO Ingredients (AUDIO)
Major food producers like General Mills and Ben & Jerry’s are now creating GMO-free products. But you won’t find a label on the box highlighting the change. For whatever strategic reason, many corporations are keeping mum about their GMO stance — perhaps because as they create these products, they simultaneously fight state initiatives that would require them to give consumers more information about their ingredients. Hmm … We wonder what other secrets these companies have to hide (we also really want to go to the Ben & Jerry’s graveyard!!). Click here for the full story.
REUTERS: Hoopsters Put Circus-Inspired Spin On Cardio Workout
OK our inner school-girl is thrilled by this story (you do have an inner schoolgirl, right?). The hula hoop is making a comeback as a cardio and even meditative workout tool. Before you poo-poo the idea, consider that the ancient Greeks fashioned hoops from grapevines to exercise the hips. And check out the video. Click here for the full story.
By Steve Perrine, Chief Creative Officer, Galvanized
Publishing engaging content is sort of like coaching an NFL team: It looks real easy from your armchair, but it’s a lot harder once you’re down on the field.
Despite the growing investment in native advertising, brands continue to struggle to find the right content partners to help them grow. Only one in three people who click on native advertising engages with it for more than 15 seconds, according to Chartbeat. Visitors to sponsored posts are twice as likely to leave without scrolling down the page. That’s a real problem for brands who want to integrate their message into an editorial context—if nobody’s sticking with your post, nobody’s getting to your message.
“In general, the native stuff has a very short lifespan,” Josh Schwartz, chief data scientist at Chartbeat, told Digiday earlier this year. “I can probably count on one hand the number of pieces that were native that actually got large amounts of organic traffic. So the onus is on the publishers to drive the traffic. That is in contrast to a typical news outlet — it gets picked up by Google news and Drudge and some social pickup. That’s one of the challenges of scaling it.”
Here are 3 factors that separate those who just do it from those who do it well.
1. Know the Space You’re In. General interest sites pose particular challenges because even the editors who work there don’t always know what will drive open rates and shares. The difference is that they get to keep throwing darts at the dartboard day after day. Marketers don’t. Understand the exact editorial space you’re in, and deploy the same editorial values that brought eyeballs to the space in the first place. Which means…
2. Soft-brand your branded content. As Matthew Flamm explains in AdAge, media purists may decry the presence of branded content, but so do readers. A study released Wednesday by content marketing startup Contently found that 59% of consumers feel a news site loses credibility if it runs branded content, and 2/3 say they are less likely to click on a branded article.
3. Deploy editors. Have a very clear editorial purpose that’s defined by an editorial team on-site at the publisher you’re working with. Sites like Upworthy, which does mission-based publishing, deploys their own editorial team to partner with brands to create native content.
Galvanized Rule: Marketers build content around products. Editors work products into content. And readers know the difference.