Branded Content - Optimising for Brand Impact

Content is king, or is it context? One thing for sure is the framework for successful branded content is resonance for people with the Content, Platform and Brand. We use a mixture of qual and quant techniques in the moment that help recreate live online environments to test and evaluate the brand impact of your content.

To go the extra mile and engage with those hard to reach audiences it’s vital to embrace new opportunities the current digital landscape has to offer. This can be a daunting task, but by following our key set of principles across the creation, testing and assessment phases, you’ll have the perfect framework to succeed.

1. Brand Impact is best gauged through observing differences between a test and control cell rather than by asking directly how content has changed Brand perception.
2. A consistent framework across creation, testing and assessment will enable a learning loop and as such at the end of each stage a detailed ‘what to hold on to and what to avoid’ record is created.
3. Not all KPIs will apply to all pieces of content and therefore the relevant KPIs should be selected from the framework based on the objectives of that piece of content.
4. Behavioural metrics should be included in the evaluation of digital content when launched to understand overall success.