Describe your initiative, what you see as the strongest elements of your program, and what makes it unique:
Our claim to fame is that we launched our initiative with a strong dedicated writer and a firm set of guidelines about what branded content is and is not; we have built loyalty to our branded content initiatives because the content is so solid. We have worked very hard to maintain the integrity of the product.
Branded content is an important revenue opportunity for media groups and advertisers because …
Branded content is our opportunity to create trust between consumers and the brands that they care about with relevant and timely content that creates impact – branded content is that space where consumers can “feel” the connection to a brand; we can create connection in a way that advertising cannot. It’s shareable, social, and easily positioned across all platforms.
The aspect of the Branded Content Project Beta Group that excites us the most is …
Putting the bow on our branded content initiative. We have so many of the pieces already in place, but we’re missing the measurements and outcomes to tie it all together. I look forward to fine-tuning the model we’ve gotten this far.
We hope to learn [fill-in-the-blank] through the Branded Content Project:
What goals to set and how to measure them – we want to be able to say “yes, this is successful” with tangible results.
If a media organization were just starting to sell branded content, we would tell them …
Don’t compromise on the quality of the content – the content is everything and if you blur the lines between advertorial and branded, you’ve lost the magic. Be strategic in price setting and don’t undervalue original content creation.