What is going to define truly effective branded content in the years ahead is a relentless focus on audience. As media consumption habits continue to evolve, branded content marketers will have to remain eagle-eyed on what their target reader or viewer is looking for in order to capture that attention for our clients.
Key Insights
Branded content has to captivate the user just as much as editorial content does in order to be successful. I have two audiences to appeal to — the client and the reader — so the work has to be creative, thought-provoking, and serviceable to stand out.
Signature Work Achievements
I've worked on dozens of branded content campaigns for advertisers across categories, from CPG to financial services to telco and more for publishers including Popsugar, New York Magazine, Eater, and other Vox Media brands. Campaigns I've worked on have been honored in the Webby Awards and Native Advertising Awards in the past.
Career Lessons
Do it scared. Sometimes, trying something new can be intimidating, but don't let fear be an impediment. Push past it and embrace the challenge.
