Content should be perfect fit

It’s refreshing to hear scores of positive thoughts on branded content and proof of the level of consumer engagement it achieves (MW 9 September).

Love Film
Lovefilm: Creating fitting content

While it has indeed been a long time coming, this is not to say that creating branded content is right for every business. My main concern is that too many brands will jump on the bandwagon without fully understanding its purpose or how to use it successfully.

Certainly, giving consumers something back can engage them while creating stronger emotional ties with the brand, but it is vital that the content produced is appropriate in the first place. It is not enough to simply regurgitate offline content for online purposes, and it takes more than just PR managers, web builders or creative consultants to generate content that encapsulates the personality and messaging of the brand, while engaging audiences successfully.

It is here that Matt Jagger’s comment, “brands should be looking for previous relevant experience” is key. Customer publishers have over 20 years’experience in creating content for brands which is now translatable across channels. Whether it be a print magazine, website or an app you need, a specialist must be employed – the industry’s editors that know how to engage with the consumer and influence perceptions and behaviours.

Keith Granger
CEO
Redwood

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here