Blodget wants to expand that to a broader audience. One objective is to attract more purchasers of sponsored content, that is those native ads which are inserted among the articles by actual journalists.
So, BusinessInsider, reports The Wall Street Journal, is rebranding as Insider. That rebranded entity will cover everything from lifestyles to coffee. With an improving economy, that seems like a smart move.
Sponsored content is a lucrative niche for content producers. Abovethelaw, one of the few financially thriving all-digital sites, has plenty of native advising. That includes placements from brandname businesses associated with the legal sector. Meanwhile, Buzzfeed and Mashable are struggling.
For my three award-winning syndicated blogs, I have a continual flow of purchasers of space. That adds to the royalties I receive from syndication.
Blogs may represent a mature medium in the digital world. But they could turn out to be where the money can be earned, at least on a sustained basis.
After Google indicated it rewarded long-form content, more companies and individuals decided to invest in sponsored content. Those placements can generate more influence and trigger more responses to Calls to Action than short takes on Twitter and Instagram.
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