The 24-week program will begin in February and wrap up during the summer. Its training team will be led by Branded Content Project general manager Julia Campbell and strategy consultant Peter Lamb, a 30-year marketing veteran who has worked with some of the world’s largest media companies.
A total of 30 publishers serving BIPOC communities will be chosen to participate based on their willingness to apply strategic focus and resources to growing innovative branded content initiatives, and the program will provide them with state-of-the-art sales training and consulting.
Participants will experience high-level interaction with a segment of their local customer base, as well as access to free audience sales products and specialized training on closing advertiser partnerships.
Coaches and trainers will include: experts from the Facebook Journalism Project, LMA and LMC; full-time project managers; and past project participants.
BIPOC publishers can apply here, and the deadline is Feb. 5.
Campbell said in a statement, “We are excited to offer this new content marketing training program to publishers serving BIPOC communities, particularly as some of these outlets were hit hardest by the Covid-19 pandemic. On the plus side, a recent survey by Borrell Associates showed that despite Covid’s effect on businesses, content marketing remained relatively steady and is projected to be more of a priority in 2021, so our training program will be extremely beneficial to local publishers looking to grow revenue through branded content.”
Lamb added, “The Branded Content Sales Bootcamp is designed to help publishers grow their initiatives with the help of expert training and go-to-market strategies. We look forward to working with this group of BIPOC publishers to help sharpen their content marketing experience and maximize their content in a way that is attractive to readers and advertisers.”