Describe your initiative, what you see as the strongest elements of your program, and what makes it unique:
Newsday’s Brand360 content studio is designed to help clients tell the story of their product or service across all platforms to qualified audiences in ways that are instructional, entertaining and immediately actionable. The focus of Brand360 in 2020 is to solidify and enlarge our video capability in order for local clients to engage consumers more effectively, and economically brand themselves via sound and motion. As this is an uncharted area for Long Island marketers, bringing video to small business will expand both their reach and capabilities — and provide an altogether new platform for both Newsday and our new and existing Long Island client base to utilize.
Branded content is an important revenue opportunity for media groups and advertisers because …
Branded content helps to position client messages in more organic and authentic ways. Clients may use branded content to maintain fluid messaging across all platforms and repurpose professionally executed copy and design to help extend reach in other channels and help offset marketing costs. For media groups, branded content supplements traditional display advertising, and offers growth opportunities from altogether new and non-traditional budget lines including PR, corporate social responsibility, video, market research and data insights, and contests and sweepstakes.
The aspect of the Branded Content Project Beta Group that excites us the most is …
The opportunity to work with some of the most talented and creative marketers in the business, and to share best practices. To explore new content and technology areas with a built-in sounding board for suggestions, encouragement, how-to’s, and do’s and don’t’s.
We hope to learn [fill-in-the-blank] through the Branded Content Project:
How best to grow a branded content studio and effectively and economically offer expanded capabilities, such as video, to local advertisers.
If a media organization were just starting to sell branded content, we would tell them …
Take charge. Understand your clients businesses and benefits, use professionals to write, edit and design content, employ social and targeting tactics to amplify efforts both on and off your site. Doing so will elevate your clients efforts and offer consumers less commercial, more relatable and actionable information.