Effective branded content in the years ahead would be tightly tied to business objectives as well as target audience reach. As we find new ways to track and measure without breaching trust, we will find effective channels that will support our content and allow us to be creative.
Key Insights
I have been in b2b branding and content for over 25 years. Trends might be fun to play with but starting with quality content differentiates and is what makes it successful to the business. I think the future of branded content will lean into scaffolding in our content. Content that continues to identify prospects while educating, segmenting and personalising based on brand specific factors.
Signature Work Achievements
I’ve built and developed a few brands while working to establish identity, audience recognition, and industry thought leadership. I do this specifically for b2b service based businesses that have niche audiences. The past few years I have worked with SignalHill Insights to design and build their brand. Most recently, we published SignalHill Insights Branded Podcast Benchmarks Report, the first report of its kind. We worked to build a new visual identity that worked to give both flexibility as well as visual cohesion in design. This Report has become an annual event and helps share industry data while furthering the recognition of our brand. We have worked hard through our content to establish incredible SEO and high visibility in our search terms often ranking #1 for preferred keywords.
Career Lessons
My advice for women in Branded Content would be to look outside of your profession for inspiration. Be curious, run tests, talk to your customers, talk to your sales dept and measure everything you can so you know what works.
