It’s the end of the week, which means it’s time for the Marketing Week in Review, Scribewise’s take on important marketing, content and PR articles from the past seven days. This week we’re talking about subject matter experts, sponsored content and the importance of your brand’s image. Dig in.

1. Plans are worthless, but planning is everything

You likely know about atomizing content—the idea that you can take one bigger piece and create a bunch of smaller pieces around it. It’s sometimes also called the “bricks and feathers” approach, and it’s a smarter way to do content marketing—especially given how saturated every industry is with content. Well, CMI has a suggestion on how to conduct better subject matter expert (SME) interviews so you can get more out of your time with them. It involves getting to know the topic before your interview and actually thinking ahead about types of content you’d like to create. Yes, it involves prep work and planning. Read “How to Get More (and Better) Content From Your Subject Matter Experts.”

2. This next blurb is sponsored by Chase

Sponsored content and native ads seem to perform better than banner ads; however, some consumers say sponsored content is deceptive. So, Chase’s latest moves might seem a little risky. Their popular new travel rewards card, Chase Sapphire Reserve, is underwriting a new “digital content brand” created by Vox Media called Meridian that includes a website, as well as content for Facebook and Instagram. For advertisers with the budget, it could be the new way to reach an audience in the age of ad blockers and ridiculously low click-through rates. Read “Vox is Launching a Travel Content Site For Chase.”

3. Converse & Convert

In 2016, we have options for everything. (Thanks, internet.) If a brand missteps, or something feels slightly off—such as a forced product placement—we’ll know it. If a company has awful customer service or a prospect receives a tone deaf marketing email, it affects the relationship between the buyer and the brand. Brands today need to be authentic and conversational to win over customers; ya know, be more human. Otherwise, we’ll go elsewhere. Read “Building a brand culture: Serious change is needed.”

4. The latest from Scribewise

Here’s what you may have missed this week: