BOBCM 2015: Eric Schamberger at Tenthwave

- in BOBCM Report 2015, Insight Series, RESPONSES
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Eric Schwamberger

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.

Eric Schwamberger, partner at Tenthwave Digital, 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?

Marketers love classifying things and arguing their nuances.  It is what we do. In analyzing what is Branded Entertainment versus Content Marketing, Native Advertising, or Advertising in general, we need to accept that sometimes things are more than one thing. A piece of good content could easily be all of these things at one time.

The real question is why should we do any of these things?  To answer that, if you created a Venn diagram of these disciplines, you would put “people’s interest” in the middle.  Whether branded entertainment, content marketing, or native advertising, we are attempting to create attention getting content that becomes what people are interested in.  This is more powerful place than disruption marketing which inherits the implied concept of interrupting what you are interested in to get attention.

But again, that could just be me over classifying things.

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.