The recent content led campaigns for Guinness and Sainsbury’s (pictured) have illustrated that content marketing has finally arrived as a serious part of the marketing jigsaw. Perhaps most interestingly they have both, for very different reasons, served to highlight the questions that are being raised in marketing teams, such asHow do I guarantee the content works with my wider marketing strategy? How do I ensure my content is compelling enough? How do I choose the right platform? And of course which agency do I work with when my creative, PR and media agency are all claiming to be content experts? Read More
Tag Archives: branded content
Sadly, 32-year old Keith Ratliff, a producer on the American show, was found dead at the start of the year. He had been killed by a single bullet to the back of the head. It looks like an execution. Police have ruled out a burglary gone wrong since nothing was taken from the scene.
The past 12 months has seen content marketing become a big hitter in the marketing discipline stakes and there are plenty of lessons marketers need to learn for the year ahead to make the most of the growing medium. 2012 has been a great year for content marketing, one that has seen it established as a key discipline as brands look to create a genuine rapport with their target audience. And there are big names leading the charge; the likes of Coca-Cola and Red Bull both embed content strategy as an integral part of their overall marketing strategy.
If 2012 has been about shaping and developing a social-media strategy, then 2013 will be about throwing that out of the window and starting again. Why? Simple. The very term social media has become a stumbling block. It gets in the way of the real question of what it is that brands are trying to achieve. Partly this has happened because social media means different things to different people – and it means multiple things to brands.
Part of the problem is clearly illustrated by the split personality that social media can have as far as brands are concerned. Read More
If you wanted more proof that the conversation in 2013 will be more about content and less about social then this it. PR group Bell Pottinger Private, formerly part of Chime Communications, has launched a a specialist digital content agency called Bell Pottinger Wired.
Expect to see much more of this in the coming year as brands focus on developing their content strategies and agencies respond. Bell Pottinger Wired pulls together separate content and digital teams from within the group to focus on delivering digital content-led campaigns both for the group’s existing and new clients. Read More
With branded content being a constant topic of conversation in 2012, certainly as far as the last six months were concerned, this is a timely infographic from the Content Marketing Association. It takes a look at how branded content has and is evolving. In a year, it is estimated that a consumer has over 379,000 brand experiences; in fact on a typical journey to work the average person can expect to interact with 170 brands with all of them competing fiercely for one thing: consumer attention.
This, when taken in conjunction with media fragmentation, which is growing exponentially, means that consumer attention is an increasingly scarce resource. It means tradeoffs are made both at a conscious and subconscious level whether it is the decision to use Google or Bing, to fly BA or Virgin, or to read The Times or The Telegraph. Trade off decisions become a function of brand affiliation and the cycle turns full circle as brand affiliation is a function of the amount of engagement (attention) a brand can generate.
Because of that content is consequently becoming the conduit through which organisations can earn their customers’, whether B2C or B2B, attention. Content becomes the brands’ side of the value exchange – providing customers with interesting and relevant information in return for their time. Read More
Working together – why a blossoming relationship between TV and the internet is the key to youth entertainment
Yes, that’s right, I’m talking about online content again. Bear with me.
According to Ofcom, 12-15 year olds now spend as much time online as they do watching TV. Well, yes. Only — hold on — that’s a total of 35 hours a week, or an average of five hours a day. Hmm. The equivalent of 1900-midnight every day, at least? No consoles, no hanging out with friends? Hmm, how do they fit it all in? The reality is, they don’t. Read More
Branded content is driving a whole new marketing model, which calls for a more integrated approach in the region’s hyper-connected markets. We know well that Asia-Pacific leads the world in terms of digital device penetration, broadband speeds and the sheer growth of connected consumers. We call this ‘hyper-connectivity’.
We have over one billion online users, growing at a rate of 10 per cent a year. That’s 100 million new users every year ready to connect and share content with colleagues, families and friends. Read More
The publishing world is in a constant state of flux, with more publications moving online and developing apps and mobile formats. Interestingly, just as the traditional publishing world is changing, we’ve seen an enormous growth in brands emerging as a new type of publisher – Amex and Procter & Gamble are just two great examples.
Branded content is nothing new — since the 1950s we’ve had soap operas with big brand manufacturers like Colgate-Palmolive as sponsors, enabling them to tie in their products with storylines to get closer to their audience and evolve the brand experience.
Today digital and social media provide brands with new opportunities to become publishers. Many brands are capitalising on this, creating high-quality editorial content and using channels like Facebook, YouTube, branded websites, newsletters and magazines to engage their target audience. Read More
While scanning through the various presentations from the 2010 Cannes Lions I was struck by how much digital media abounded, in particular online video and social. Digital media taking centre stage at Cannes has been on the cards for a while I know, but the trickle has most definitely turned into a flood.
With Google, Yahoo, Adobe and a range of other tech businesses attending, it must have been one of the geekiest summits to date. Some tech brands apparently realised that they are not exactly the sexiest in this space, with Yahoo! feeling the need to bring Ben Stiller along to liven up their party. Read More