Our Approach to Branded Content
Brands need to find new ways to build equity with customers
The media landscape is a crowded, messy place. And as the information “pipe” continues to expand, the ability of traditional media to keep filling it with new and useful information is in doubt. This results in publishers, broadcasters, writers and editors relying on sources they know and material they can easily access when it comes to producing news and information.
It also means that stories about “known” brands are often repeated by one or more competing media. The resulting “echo chamber effect” can amplify both the good and the bad.
One thing’s for sure – if you’re on the outside looking in, it’s bad.
It all starts with a plan
We make sure to take a number of factors into consideraiton when developing the plan: the buying cycle of our clients’ customers, established media calendars of leading publications, important trade/industry events, national holidays, etc. The plan gives us a foundation from which we can research and write the stories we tell and to advance our work to other journalists who might be interested in pursuing the story on their own.
Story-telling gone hi-tech
A key piece to hi-tech story-telling, however, is engagement. Social media marketing practices require us to find ways to get consumers to feedback to us. Whether that’s tying a Facebook page into our editorial plan or creating a series of public events – the brand’s message needs to live in a two-way conversation in order to really make a difference.
The key is to own as much of the conversation as possible in order to make sure it’s accurate, engaging and relevant to those who matter most to your on-going success.
About Liz Lareau, Partner