Since the dawn of time there's been one question that's plagued content marketers and journalists alike: How do you marry native advertising with quality journalism? (If such a thing should exist).
The Guardian is a global brand that has made a name for itself localising content, tapping into innovation and creativity, and publishing quality journalism side-by-side with advertorial content.
n this episode, Mark and JV are joined by the managing director of The Guardian Australia, Ian McClelland. A digital-first strategist, Ian shares insights on modern storytelling, how The Guardian has dealt with fragmented commercial models but retained their audience, and what it means to create content in a mobile-first world.
"Native advertising like any type of advertising or communication only works in the context of a broader strategy. You have to know why you're doing it and you have to know how it relates to all of the other things you're doing," Ian said.
