Is Content Promotion and Promotion Content? Where’s the line in the sand?

One of the most difficult debates that creative people face involves the combining of traditional advertising and digital media. In the entertainment industry, advertising creative people are in the business of creating promotion, while web designers/producers are in the business of creating content. At CBC, much of our digital output revolves around create sites that are digital “homes” for each of our entertainment/informational programs. Each show page features an interesting mix of promotional and original content. The original content is a kind of “value ad” for fans of the show – things like webisodes, video blogs, wallpapers, links and games, actor bios, past season episodes, blogs etc. While on the 7th floor at the Broadcasting Centre, the art directors and copywriters are finding creative marketing solutions to attract audiences to both the digital and broadcast content. But how do you define what is content and what is promotion? Where is that line in the sand? As a creative director, I come up against this constantly. Isn’t all original content that is value-added material, outside of the original show or series promotion? Or … like the digital folks debate, shouldn’t the definition of promotion lie only in the areas of “packaging” and paid media? It’s an interesting debate. The web producer says, ” I’m building a web page, I have my branding area on the page and that’s my promotional space for the brand – or the packaging. And that’s it. Blogs aren’t promotion – they’re content. Those video “prequel webisodes” that my department created are content. That video game we created is content…” But is it? What do you think?


About Jill Atkinson

From concepts and smart headlines to original content and transmedia storytelling, to television pitch materials, directors treatments, long format writing, blogs and web copy with SEO, I write it all. I'm a writer, copywriter, and a content writer. My job is to help you say it better with ideas and language that get noticed. With copy and content that engages customers and audiences and ideas that make a connection with them. Ideas that generate a response. Materials that can sell a pitch. When you work with me you're working with the big boys: Maclaren, BBDO, Taxi, Sharpe Blackmore and also a great bunch of mid-sized agencies, b2b shops, a national television network (CBC), 15 specialty channels (History Channel, National Geographic, Showcase, Action, IFC, BBC Canada, + many more) and start ups who have taught me everything I know about how to get you noticed, remembered and sold. Or clicked. Or talked about. There are lots of ways to try to sell your products or to sell people on your offer or to engage them in your content and your show. But there is only one way to get it done right and on strategy. My experience is a foot in the door for your brand or your television idea . And no matter the size of your project, my commitment and attention to detail remain the same, big or small and always on deadline. Great conversations have to start somewhere. Give me a call or shoot me an email Check out my work at
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