Automatrix

Sarah Mandato As “content marketing” devours the talent and space that once was journalism, its architects include the likes of Sarah Mandato (what a name for an overclass mind-molder!), “director of content solutions at Nativo, a native advertising company.” As shown at Advertising Age, here is how our dear pixie-bot thinks and talks, as she labors to get her victims to “consume” her tricks on her clients’ sites, as “brand content served within publisher editorial streams, matched to the look and feel of each publication”:

How can brands ensure they’re optimizing content?

Optimization opportunities are similar to having a focus group providing real-time feedback about what does and doesn’t appeal to readers. With today’s robust ad tech ecosystem, marketers have expanded tools to apply A/B tests and optimizations on campaigns. It’s no different with content — marketers can test their branded content’s various components, such as headlines and images. By not taking advantage of this, brands are turning down the chance to listen to consumers and gain actionable insights around messaging that best resonates with users.

Yes, “listen to.” That’s “listen to” in the mode of BB and Winston Smith, of course.

Lovely stuff, isn’t it?

The Face of Metastasis

Shane Snow Meet Shane Snow, the founder of Contently, which pimps writers out to corporate capitalists like American Express, Coke, GE, Google, Walmart, and General Motors. The service sold is “content marketing,” meaning fake journalism designed to sell more corporate products and otherwise advance the aims of big business marketing campaigns.

Ad Age reports that such efforts are a major boom industry. The various overclass flagships “are expected to spend nearly $2 billion on sponsored content in 2014.”

Mr. Snow does his pimping by “licensing software to brands to help them manage content-marketing projects and connecting these companies with freelance writers, for which it takes a 15% fee.”

As actual journalism dies via strangulation and systemic neglect, here’s how the action looks at Contently:

There is a range of writers and prices from which brands can choose. There are, for instance, best-selling authors and Pulitzer Prize nominees, youngsters fresh out of journalism school and a number of others who work for major publications but freelance on the side. Contently’s stable includes about 50,000 writers, according to Mr. Snow.

“It’s like a supermarket for writers,” said Tomas Kellner, managing editor at GE Reports, GE’s content-marketing site. “People like me, who need to scale up their operations, can get access to writers for a specific project.”

Market totalitarianism.