Branded Content & the Quest for Audience Attention
Now, more than ever, brands are embracing content as a way to engage with consumers. But the content has to be meaningful- something audiences will choose to consume.
To create stories that resonate, marketers need to know the audience inside and out. On the other hand, to find angles that are authentic to the advertiser, they need a deep understanding of their own brand purpose.
Who should be at the helm of this transformation: publishers, brands or agencies? Should it be those who are closest to the audience or imbedded with the advertiser?
Leading voices from media, publishing and major brands debate who’s best positioned to lead this battle for audience attention.
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Additional Supporting Materials
- Branded content is different from traditional advertising because the audience must proactively choose to engage with it.
- A different type of entity needs to be in charge of branded content: one that understands the audience deeply.
- In order to create stories authentic to the advertiser, marketers need a deep understanding of their own brand purpose.
Annie Granatstein, Head of WP BrandStudio, The Washington Post