BOBCM 2015: Michael Brenner at Newscred

- in BOBCM Report 2015, Insight Series, RESPONSES
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michael-brenner

The 2015 Global Edition of BOBCM is being supported by the IPAISBAMarketing SocietyPRCAIAB UKAPA 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.

Michael Brenner, Head of Strategy at Newscred, 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?

Your participation would be hugely appreciated, and you can answers the questions over on Survey Monkey. We very much look forward to reading your contributions, and in the meantime you can see the response below from Michael Brenner, Head of Strategy at Newscred:

Branded content is literally content authored by the brand, in the brand’s look and feel. I often think of branded content as having no named author. It is literally in the “brand voice.” This type of content can be effective for custom research, points of view on important topics to the company, or even things PR items like the annual report.

Branded entertainment is where the brand acts as the sponsor for content that could have or actually is produced by a professional media company or group. House of Cards is a highly successful example of branded entertainment from Netflix. The Lego Movie is (an excellent example of) branded entertainment from Lego.

Content Marketing is the strategic and continuous development, publication and distribution of content for a brand’s target audience that meets the audiences’ content needs and drives deeper relationship for the brand and its audience in the form or awareness, leads or direct sales. The main difference here is the continuous nature, the audience focus of the content and the clear business objective of driving business value.

Native advertising is a form of paid advertising that intersects with content marketing. It is branded (or sponsored) content delivered in line with a publishers news feed. But it is merely a tactic (or campaign), not a continuous approach.

Advertising interrupts the content experience we seek and attempts to gain the audience’s attention through creative messaging. Content marketing approaches are designed to be the content your audience is seeking. Advertising is often ore closely associated with driving brand awareness. Content marketing can target various marketing objectives from awareness to engagement and all the way to conversion.

Content marketing and advertising also differ in the approach where advertising starts with the brand message and works outwards to the audience and the channels they use (to interrupt). Content marketing starts with defining the content the audience consumes and then builds a process to deliver that content in the channels the audience uses.

Content marketing has been shown to be many times more effective than even targeted advertising due to the growing nature of the social-savvy consumers to tune out advertising.

Michael also contributed to the Expert Examples section of this site, and chose CMO.com by Adobe as an example that helps define what Branded Content is and its difference from advertising.

About the author

Justin Kirby is a strategist, writer, and speaker, and is a Lecturer on both the BA (Hons) and MA Advertising courses at London College of Communication. Justin has a 20+ year career in industry as a digital strategist, producer and entrepreneur. He’s been writing about the impact of interactive technologies on business and marketing since the early 90s, and his books include ‘Connected Marketing: the viral, buzz and word of mouth revolution (2005) and the Best of Branded Content Marketing’ (BOBCM) series he conceived and has been curating since 2013. Justin also chairs and speaks at conferences around the globe, judges awards, and consults brands and agencies.