1. What is the difference between content marketing and journalism? Research both editorial and advertorial content. List guidelines for writing each.
2. Is all branded content or native advertising ethical? Find an example of branded content that you feel may cross ethical or legal constraints on commercial speech. Support your opinion with research.
1. The Dove Real Beauty campaign is over ten years old. What could the brand do next to sustain attention and drive further viral success? How do you know when it’s time to quit a campaign and start something new?
2. Tom Webster from the Marketing Companion podcast with Mark Schaefer suggests searching #spon to find sponsored content on social media. Do this for Twitter or Instagram. What do you find? What is the quality of the content? Are brands getting what they pay for? Are there best practices you would suggest?58