Branded Content: Emperor's New Clothes or the Future of Marketing?
Content is the touchpoint du jour for more and more marketers, around 85 % of marketing professionals in the UK now use content marketing with around two thirds planning to increase spending this year. But, unlike advertising which is pushed at people, branded content has to be something people choose to spend time with. Therefore, the holy grail for marketers is ensuring branded content is interesting, engaging, and ultimately leads to a positive impact on your brand. The framework for successful branded content is resonance for people with the content, platform, and brand. We believe by answering the following questions categorically, you can’t possibly fail.
Content
- Does the content grab and hold people’s attention?
- Does it provide them with some value, e.g. information, entertainment, inspiration?
- Does it motivate people to action, e.g. to amplify the content, find out more about the brand etc.
Platform
- Is it the type of content that they expect to find on the platform?
- Does it make the best of that platform’s technology to deliver creative and surprising content?
Brand
- Does it feel right for the brand based on people’s experience of that brand in the wider world?
If you want to find out more about how to develop and evaluate branded content and where it fits into your media mix, contact Eleanor Thornton-Firkin.
