One of the biggest challenges in branded content today isn’t in the creation, but the measurement, says Sean Black, Managing Partner and Group Digital Director at MediaCom, during an interview with Beet.TV. “What are the KPIs? How do I take that content and align it with a business need, not just a media need?” He offers several questions brands can ask to help determine the best metrics. “Does it build equity? Does it build traffic to a site? Is it viral pass-along that’s valuable? The challenge is not just creating content but making smart decisions about how to measure the success.”
He adds that the vital element to any sort of content creation lies in authenticity. “We are trying to weave in brands that are authentic and matter to the customers. Then you need to build relationships with customers and the brand attributes neede to be seeded throughout.
Distribution, investment, and a balanced strategy across the brand will all play a part in the potential success of branded content, Black adds.
Black was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola. You can find more videos from that event here.
