Great Content Should Still Be King

by Kevin Hawkins on October 3, 2017

Content Is King

The lines in the world of communication are blurring, between content that is paid for and content that is earned. Think about it. Is the last content you just read sponsored content or earned content? Do you know for sure? Did you check the source? Are you familiar with the writer? Did the CEO of the real estate brokerage get on the cover of the magazine because her company earned the accolades, or because they paid for a bunch of ads? Did the CTO of the tech startup get on the stage at the big industry tech conference because he was vetted as a great speaker, or because his firm was a Titanium Sponsor? The truth is that most people cannot tell if the content they are reading or the presentation they are hearing was influenced by sponsorship or advertising dollars unless of course, the content is crap. And that’s precisely my point. Great content should still win out whether it is paid for or earned. The reason the lines of communication are blurring, and that it is becoming harder to realize if a video program is sponsored, or a commercial is a commercial, is that when content is done really well, it works. We should not be judging content based on whether or not it was paid for, but by the quality of the content. If content is self-serving, it is going to turn people off. It’s going to come across as being crap. But if content is really good, even if it was sponsored, you are going to value that content. The opposite should be true as well: if content is really good, even if it is not paid for, you should value that content as well. What we need to be thinking about is how do we make sure that we are encouraging the creation of great content and not forcing a path of sponsored content when that path should be optional. The truth is most sponsored content is crap: it’s often just not good content, but mediocre content that tries to hide its self-serving agenda. As someone who has spent a few decades in public relations working hard to create great content with my clients, it’s frustrating to see the current path that is forcing a route towards sponsor content. Great content should stand on its own merit – earned or sponsored, as great content is […]



WAV Group will be hosting a free webinar on August 1st at 10:00 am PDT focused around how MLSs like the Georgia MLS and leading brokers like Century 21 Dumont are leveraging video to drive consumer engagement. The webinar is designed to address the needs of MLSs and Large brokers with more than 100,000 website visits a month. If you operate a big site, you will want to attend. We will hear about how MLSs and brokers are partnering with This Old House, and how they are leveraging their extensive library to enhance the consumer experience, extend visitor time on site, and enhance online performance . Be sure to register here! Background You are more than likely to be familiar with This Old House – but here is an introduction if you are not. With over 35 years of house and home content, This Old House launched the genre 36 years ago. The crew continues to share their expertise and sense of humor with homeowners as they guide the transformation of two diamonds in the rough. Broker and MLS consumer sites have long known that a solid video strategy is beneficial, but the cost of developing custom video content is overwhelming. This Old House has a free video licensing program that is producing extraordinary results. Our panel includes: Victor Lund Victor Lund is a founding partner of WAV Group and CEO of RE Technology. For more than a decade, Lund has provided research, strategic planning and analyst services to MLSs, large brokerages, technology firms, and investment banks. He is a published author of an body of work that understands the role of technology in real estate. Lund is currently providing services to two key industry wide projects – Project Upstream and the National Broker Public Portal April Chaffee April Chaffee is the General Manager of the This Old House Real Estate Network. Prior to joining This Old House, April began her online advertising career 16 years ago with Homestore (Move Inc.) where she started as a Media Planner, working hands on with the National and Local Sales Team. She also worked for many other real estate related companies such as RealtyTrac, where she handled all large, strategic partnerships including Yahoo!, MSN, and AOL. A large part of her career was helping to build REALM, the first Real Estate Vertical Ad Network.   Prem Luthra Prem Luthra is a real estate technology and media veteran with […]