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.