The 2015 Global Edition of BOBCM is being supported by the IPA, ISBA, Marketing Society, PRCA, IAB UK, APA and Branded Content Marketing Association (BCMA), and to help shape what we feature and why we have been asking industry experts from around the globe the questions below for a new report, and you can see their reponses to date here.
Doug Kessler is the Co-founder of Velocity Partners, and you can read his input below:
What is branded content, and how is it is different from branded entertainment, content marketing and other related approaches like native advertising?
And more specifically,
What is the problem that content-based marketing approaches solve for business, and is this different from advertising?
In B2B, branded content is using your company’s expertise and experience to help your prospects do their jobs better.
In B2B, content helps achieve goals that advertising can’t, including:
- Engaging with prospects early in their purchase process instead of waiting for them to appear
- Helping prospects identify problems that you can solve –– and make better decisions about them
- Positioning your company as an expert and helper
- Helping you rank higher on key search terms, earning valuable traffic
- Deepening the relationship with existing customers
- Chipotle’s Farmed and Dangerous mini-series: For me, this is branded content rather than advertising as it rewards viewing even for someone who knows nothing about Chipotle and doesn’t (yet) care to know about them. It stands up as entertainment in its own right.
- Air BnB’s Neighbourhood Guides: Useful even if yiu’re staying in a hotel – but you appreciate Air BnB and learn about their ethos by using the guides.
- GE Six Second Science Fair on Vine: A celebration of science. This is something branded content is great at: celebrate a brand’s values and ‘walk the talk’ without pressing the sales agenda at all.