BOBCM 2015: Uros Gorillan at Publicis Group Slovenia

- in BOBCM Report 2015, Insight Series
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Uros-Gorican

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.

Uros Gorican is Creative Director and Producer at Publicis Groupe Slovenia, 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?

Branded content is a form of marketing communication when brands start to create or curate relevant content. Rather than interrupting the content people are reading/watching with advertising messages, branded content tries to create content consumers would be genuinely interested in.

It can be seen as a part of a broader category of content marketing that uses content as marketing tool. Though some see content marketing as more direct and commercial (often used for B2B communications) and branded content as a fusion between advertising and entertainment and suitable for B2C communication strategies.

It is hard to draw a clear distinction between all the formats and this might prove to be even harder in the future as brands will try to find new ways to engage with the customers via content. It is (still) an evolving category. Some lines will be blurred and some new formats might arise. All depending what kind of content strategy proves to work with target audience.

What is the problem that content based marketing approaches solve for business, and is this different from advertising?

Content-based approaches are trying to solve the universal problem of the brands: attention and engagement with the perspective customers. But they approach this problem from a different angle: not focusing on communicating brand’s USP in the first place but trying to find a connection with the customers through a story (content) that is relevant to them and is at the same time connected to the brand as well. When done right these approaches can help brands establish much deeper connection with the customers.

Content-based marketing does have some advantages of solving this problem over traditional advertising approaches as:

  • People use content to communicate their values and establish a dialogue with their peers. They care about content and want more (relevant) content and want to share it over existing or their own established networks. And content-based marketing offers brands a chance to be part of this dialogue.
  • People find advertising intrusive and today it is easier for the audience to avoid traditional advertising messages (the end of interruption). And consumers are much more educated about commercial communication and detect it quickly and check the accuracy and relevance of the messages.

Uros also contributed to the Expert Examples section of this site, and chose the The Beauty Inside campaign 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.