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Advertising Week Snippet: Of Branded Content
By: Dwayne W. Waite Jr.
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Content marketing: the activity where brands create content in order to draw in their consumers, because those interested in the content could potentially be or could become potential consumers.

Oh, the positivity.

More often, it is called branded content, where information brands put online is viewed by consumers while they search for a variety of things. Those things could involve the regular activities they associate with or others.

We thought it was interesting that the New York Times covered a panel on which WPP's Sir Martin Sorrell was the moderator. The majority of the content was built around content marketing.

Sorrell interviewed the vice president of global advertising at Amazon, and they said that several of the big brands were engaging in branded or sponsored content, but did not comment if Amazon was building a platform that would rival Google AdWords.

Talk about a stock boost.

When branded content or content marketing is brought up, people view it as a bad thing. That is far from the case. As digital continues to evolve, some of the best forms of advertising will be from branded or sponsored content.

The public needs to get over it.

The fact is this: If branded or sponsored content provides quality information to the consuming public, then the consuming public is getting information that they want. It just so happens that the quality information is coming from brands.

Again, that's not a bad thing. In fact, that's what enterprise was meant to do; a rising tide lifts all ships. If free enterprise turns to branded content, then content truly is king.

Sorrell tried to get that out of people, and it is fascinating that he was picked as the man to do it. We look forward to hearing more snippets about Advertising Week.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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