Describe your initiative, what you see as the strongest elements of your program, and what makes it unique:
Branded content is an important revenue opportunity for media groups and advertisers because …
It represents an extension of media companies’ core business: storytelling and driving results for our clients, while informing and entertaining audiences.
The aspect of the Branded Content Project Beta Group that excites us the most is …
It’s good to have a non-competitive peer set to brainstorm and help each other with ideas and execution. It’s also helpful to be able to measure results in a controlled and guided environment.
We hope to learn [fill-in-the-blank] through the Branded Content Project:
New ways of packaging and thinking about custom solutions as opposed to one-sized fits all.
If a media organization were just starting to sell branded content, we would tell them …
Find elements of your legacy business that are authentic and engaging. Look at branded content as underwriting and sponsoring the existing art of storytelling in whatever mediums you enjoy the most. Don’t overthink it and realize it takes a proof of concept to sell something. Build a simple proof of concept and evolve from there.
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