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The future of branded content

Branded content is changing more rapidly than ever. Everyone can be their own publisher and you don’t have to spend millions on creating content, which engages your target audience.

Be your own publisher

Today's media landscape offers brands considerable opportunities to collaborate, create and distribute entertainment through social and owned digital channels. This will result in more and more brands will behave like content publishers themselves instead of collaborating with traditional content creators, such as agencies and production companies. Many brands with bigger budgets have already taken action and created their own in-house production company, creating original content for their target audience. This is a result of that, consumers demand authentic and visually-engaging brand experiences. Examples of creating their own internal creative studio are business giants such as MasterCard, L'Oréal and Unilever.

Don't have a million-dollar budget? No worries! It is important to emphasize that you don’t have to be on the Fortune 500 list, to be your own publisher. Actually, content often works best, when it is less polished and more authentic and doesn’t have to be a high-end production to resonate successfully with the target audience. Jamie Oliver is a perfect example of that. During the pandemic, he couldn’t access his kitchen studio and therefore managed to film the remainder of his YouTube series, ‘Keep Cooking and Carry On’, at home on his phone. Furthermore, the rise of podcast consumption has brought more advertisements to use audio in their content strategy. Dominic de Terville, Director of Branded Content at Zinc Media, argues that podcasts have a significantly lower cost of production than video content and furthermore have a high engagement rate.

The future of branded content gives brands - no matter the size - opportunities to be their own publisher. Content doesn’t have to be polished and expensive to make. Authenticity is the keyword if you want to engage your target audience.

Author: Mathias Jadach Svendsen, ECU, student number: 10528404 #ECUindustryreadyproject, #ECUMKT5325

Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University


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Johnson, B. (2018). 9 Content Studio Examples to Prove It Can (and Often Should) Be

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