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Posted by Tracy Stokes on March 21, 2013
The Huffington Post publisher Janet Balis recently shared 10 tips for marketers on how brands can become content kings. Balis commented that “one of the most fundamental dynamics of publishing is to connect content and conversation . . . it’s time to move beyond consumption and engagement and translate [content] into social actions.” At the heart of marketers' interest in branded content is the realization that old-school push communications have lost impact with consumers. And we’re not just talking TV and print here. Forrester’s Technographics® data shows that digital ads such as banner ads, text, and mobile apps are the least trusted form of advertising communications; only 10% of US online adults trust banner ads on websites. With multiple connected devices at their fingertips, today’s perpetually-connected consumers can opt in or out of content on a whim. Branded content offers an opportunity to truly engage with consumers in a way that marketers have never done before. But there’s no shortage of content out there, so where do you start? Apply Forrester’s four C's framework to build your brand with branded content:
To learn more, check out my report “How To Build Your Brand With Branded Content” or come to my presentation at Forrester's Forum For Marketing Leaders in Los Angeles on April 18th and 19th. I hope to see you there. You can also join my colleagues in London at Forrester's Forum For Marketing Leaders EMEA on May 21st and 22nd to learn more about creating brand advantage with perpetually connected customers.