Branded Content
There has never been a better time to take the stage as a brand and share content with our audience. Every night can be open mic night.
Yet the rise of content marketing has created an avalanche of really generic branded content. There is still a far greater emphasis of quantity over quality. Much of it reads the same, as if it could be from any brand, starting with the same formulaic top 10 lists. Worst of all, most of it seem clearly created for the benefit of the brand rather than the audience.
And while our audiences are more accessible than ever before, it is easier than ever for our audiences to tune us right out.
I like this assessment from Sam Slaughter at Contently:
“So if the most clichéd of media pronouncements is in fact true and content is truly king, then nascent and unchecked content marketing risks being labeled the joker, endlessly performing the same knock-knock gags and cat listicles to the general opprobrium of the court while beautifully crafted yet ineffective banner ad campaigns remain the coin of the realm … One of its central problems is that the term “content” is so ill-defined that anyone with a keyword generator and seventh-grade English can claim to be a content creator without challenge.”
Publishing is a privilege. Just because we have a soapbox doesn't mean there will be an audience to listen to us. Content marketers need to create content worth sharing.
I’d love to hear your thoughts and examples on ways to connect with our audiences with useful and unique content.
Global Head Product Marketing & GTM Leader @ MaxisHealth & Maxis Clinical Sciences | Business Operations, Revenue/ Demand Generation, eCommerce l Market Research
10 年Great read Tom Fishburne We should always focus on content by having our customers in mind. Before writing content, should do proper reasearch on what they like to read and what they like to share etc... After that provide them useful content so that they can gain something and share with their network. One should not write just the sake of publishing on social platforms.
great perspective Tom. Agree - publishing is a privilege. And all too often we forget that.
Webpreneur | Digital Marketer | Business Developer | Investor
10 年Nice post! You are right, it's difficult today produce high quality content with a benefit both for the brand and for the audience. The question companies should ask themselves before hit publish should be: "Am I giving an add value to my audience that will make them trust and be a fellow client?"