Branded Content In New Media – the PR Trend for 2010
If you’re looking for some hard evidence that companies are focusing on communicating directly with existing and prospective consumers with content placed in social media sites, the 2009 Survey on Marketing, Media and Measurement has the data.
This ability to use new media channels to reach audiences directly, and to measure the value of their response and interaction, is advancing a trend: companies are abandoning other media platforms in favor of creating their own branded, original content in social media channels.
Back in 2002 Forrester Research said success online was all about the content and it seems that part hasn’t changed. What has change is where we find that content and how we consume it.
“Marketers have been aware of the effectiveness of building relationships and trust with content since long before the Internet,” said Gordon Plutsky, Director of Marketing and Research, King Fish. “More and more marketers are abandoning old media — and traditional advertising — to venture out on their own with original content.”
And it is working: Blendtec has seen a 5X increase in sales since they launched their Will it Blend? videos. HerRoom created an interesting series called What is She Underwearing? They launched this content feature late last year and it’s been one of the actions that resulted in the steadily increasing traffic to their site.
Some key findings of the King Fish Media 2009 Survey on Marketing, Media and Measurement:
- 86% of respondents’ companies are currently creating or plan to create original content for their customers and prospects in the coming year.
- 81% believe that brands and companies can create content that is as engaging and informative as content created by media companies.
- 74% feel that original content and media are most effective for generating marketing ROI.
- 70% are spending more today to reach customers and prospects directly with branded content than they did three years ago.
As companies take on the role of publisher and create more and more branded content on social sites, that content also has to have a place on their own website. Journalists, bloggers and website visitors want an easy way to find and share your social content online.
Consider upgrading to a social media newsroom in 2010.
Download the complete survey at King Fish Media.
Image credit: Intersection Consulting
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Thanks for this post.
I have a question on your 6 steps process.
It looks to me that step #3 & #4 is more complex than that i.e should be specs by target audience and communities and not by “Channel”.
So taking the HerRoom example. They should, to me, target the fashion addict community as a “relay”/ channel to drive awareness of their new content.
Best
Hmm… I read blogs on a similar topic, but i never visited your blog. I added it to favorites and i’ll be your constant reader.
Dominic,
Your’e quite right.
As you can see from the image credit, that 6 step process came from Intersection Consulting.
And if you look at my 10 step strategy process you’ll see I advocate listening first so that you can find the influencers and communities you need to reach out to.
1. Listen
2. Establish share of voice
3. Set Goals and Benchmarks
4. Find bloggers and communities who talk about your subject/product/industry/cause
5. Identify the influencers
6. Develop a content strategy
7. Pick your tools
8. Deliver the content on the right channels
9. Engage your audience and facilitate conversations
10. Measure the results.
You can get the full white paper about this at http://expansionplus.com/impr/social-media.html
Sal
Hi John,
Thanks for stopping by and I hope that you will be a regular reader.
Sal
Hello there!
PLease, can someone tell me the dates of 2010 event?
Many thanks,
Regards, Nady
Hi Sally,
Thanks for using my image in your post. I just wanted to clarify that this visual looks at New Marketing through a general lens. I totally agree with your steps…especially listening first. For a more detailed process you might want to check out my Social Media Strategy Framework doc on Scribd at http://www.scribd.com/doc/21369138/Social-Media-Strategy-Framework.
Regards, Mark.
Hi,Sally Falkow! I added it to favorites and i’ll be your constant reader.
Very clear, it is very clear, I want to do a strategy for our company, but up to now, never get a clear thought, now you share it, great thanks!