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

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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