Author: Joe Lazauskas / Source: The Content Strategist
For years, publishers and brands have had a contentious relationship with Facebook. Brands took a huge hit two years ago when average organic reach on Facebook plummeted below two percent. And publishers have struggled to figure out whether Facebook is a friend or foe when it comes to both relying on the site for traffic and promoting native advertising.
At the Cannes Lions Festival of Creativity this summer, I interviewed Lexi Jarmon, director of FT², the Financial Times’ branded content studio, about the dynamics of that relationship. Jarmon spoke about what true branded content success looks like and her biggest prediction for the next year. Check out the video below, which was produced by Magnet Media, an industry-leading global strategic studio, as part of our Accountable Innovation Series.
Transcript:
Joe: Hi and welcome to Accountable Innovation at Cannes. I’m Joe Lazauskas, Contently’s editor-in-chief. And I’m here with Lexi Jarman, the head of branded content at FT Square, the Financial Times branded content studio. Lexi, we’re so happy to have you here.
Lexi: Thank you so much for having me.
Joe: Now we’re going to put you in the hot seat. Five questions, rapid fire. Are you ready?
Lexi: Sure, let’s go.
Joe:…
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