What is going to define truly effective branded content in the years ahead is original storytelling created by humans through in-person collaboration.
Key Insights
Campaigns are most successful when the people leading and creating the branded content come from journalism backgrounds because of their strong storytelling instincts.
Branded content needs to be as interesting, intriguing, and punchy as the non-sponsored content around it. I built a team of service journalists and lifestyle writers who could write in the voice of our city lifestyle magazine and platforms. We have recently started calling our branded content “branded editorial.” In our 10 years of creating branded content for advertisers, we’ve significantly increased revenue at our company. In the past few years especially, there seems to be an increased interest in print, and we have created multiple print campaigns (with digital extensions) for advertisers. I’m seeing a very strong interest in branded content in general in these last few years, as marketing folks seem to be understanding the value of editorial style branding and third-party validation.
Signature Work Achievements
M Health Fairview: "Care Chronicles," a yearlong print+digital+webinar series on women's health. RBC Wealth Management: “Women & Wealth” print+digital campaign and “Prosper-US” custom magazine for women in financial services. Evereve “Inspiring Women” print/digital/video campaign.
Career Lessons
A background in journalism is invaluable!
