• by Sara Guaglione , February 23, 2016

Forbes announced Tuesday a new product that gives partners the opportunity to publish unlimited content on the BrandVoice platform on Forbes.com.

BrandVoice Premium helps marketers target influencers to contribute and promote content on their behalf.

The launch of BrandVoice Premium was announced during Social Media Week New York. Forbes now offers marketers three tiers for its marketing platform: BrandVoice, its native ad product launched in 2010, BrandVoice Elite and BrandVoice Premium.

BrandVoice Premium requires a commitment of $100,000 per month for a six-month minimum.

The new product is a response to a shift among marketers, according to Ann Marinovich, vice president of advertising products and strategy at Forbes Media. Forbes noticed marketers are now finding that reaching the “right people” is more important than “driving massive page views for their content,” Marinovich stated.

“Marketers today are focused on engaging with a more targeted and influential audience,” Marinovich added.

The new product will take advantage of the partnership between Forbes and Traackr, an influencer marketing platform.

“A brand is no longer shaped by the company that represents it, but by the people discussing it, stated Pierre-Loic Assayag the CEO and co-founder of Traackr.

“As marketers accept this new reality, their focus has shifted toward building relationships with opinion makers within their communities of interest, developing advocacy among those influencers, and impacting conversations,” he added.

Traackr will help Forbes identify and engage with topic-focused influencers who can contribute and promote content on behalf of BrandVoice partners. Influencers who are selected will be invited to serve as guest contributors and publish content on behalf of Forbes’ BrandVoice Premium partners.

Traackr monitors over 20,000 sites and social media platforms to find these influencers; it scores them based on reach, audience size, resonance, engagement power and relevance.

Forbes will create a targeted social strategy to distribute the partners’ content to key influencers through social media and offer to host a content event with each BrandVoice Premium partner and their influencers.

BrandVoice Premium will also retarget readers of the BrandVoice Premium partners’ content, as well as any relevant editorial content on Forbes.com, and serve them native ads and content ads containing BrandVoice Premium content.

Additionally, Forbes’ new product can track engagement with influencers. BrandVoice Premium partners will have the ability to place a content analytics pixel (GA or Omniture-Site Catalyst) on their BrandVoice pages so that partners can track content engagement using the same metrics used on their own media properties, corporate blogs or content hubs.  

Earlier this month, Publishers Daily reported on Forbes introducing a BrandVoice Increase Guarantee: Marketers that spend a minimum of $250,000 for both display advertising and at least seven BrandVoice stories published on Forbes.com over 60 days will be guaranteed an increase in brand lift or they get their money back.