The New York Times gave us a story on Sunday about the prevalence of "sponsored content" in to day's media and all I could think of was "welcome to the party pal."
Footwasher Media has been pushing this idea as a means of saving the press for, oh, about 7 years, and we're glad to see that it's finally reaching mainstream. But here's the thing, folks: If you don't do it right, it's going to come back to bite you.
Sponsored content is about thought leadership, not selling products. Your customers don't trust you and everytime you try to sneak a product pitch by them under this concept, it's going to make it worse. So plan on hiring someone who knows what they are doing, and make sure it's not someone who's in marketing.