The Right Branded Content Strategy for your Brand

2010 is set to be an even bigger year for branded content. Choosing the right strategy for your brand needs to be contemplated at an early planning stage. Branded content is not new but is increasingly important, as media fragmentation and consumer dissatisfaction with advertising have drastically changed the way marketers reach consumers. There are many ways to execute branded content, from a sponsorship that brands existing content to the creation of unique content owned and produced by the brand owner. The decision for what level of involvement the brand should have in this effort should be determined by the level of engagement the brand expects to achieve with the content. Successful branded content must be:

· Consumer-centric. Branded content starts with consumers’ interests and the media they use to get that content. Whether it is a fan page on MySpace, a music video and sponsored tour, or a TV series, it has to appeal to the customer independent of the brand message.

· Integrated. Branded content will be most effective when the content fits with the brand’s natural territory of expression — that is, when it’s integrated with the broader marketing plan and brand positioning. That requires marketers to start with a clear definition of their brand’s value statement and unique positioning. The stronger the value proposition, the easier it will be for consumers to make the connection between the content and the brand.

· Directed by the advertiser. Advertisers need to be tightly involved with the production of the content either by bringing the initial content idea to the table or by being tightly involved in the scripting, storyboards, direction, and production. Branded content often requires the advertiser to own the production process and create content that reinforces the brand.