Make branded content people actually care about on TV and online

"The internet is no longer a singular space, it is a place that centres around each user. The online world revolves around choice; catch up TV, options to save videos, swiping and ad blockers mean that users have the choice to look at what they want, when they want. When The Guinness Book of Records first emerged, it was a great piece of content marketing for the beer brand, something innovative and different that people could get involved in."

"Approximately 22% of UK internet users block ads. This statement highlights a very important point - we should not be worrying about the statistic, but worrying about the fact we have created a society where users will download foreign software onto their computers in order to block the what companies are trying to tell them. Interestingly, they are blocking the ads in order to get to the content - we know they want the content, so what can we possibly be doing wrong?"

"5% of all content online generates 95% of all engagement online. That is an enormous bias which proves it's easier to get better at creating content and become one of the 5%, than it is to compete with the masses for the leftover 5%. Brands that are winning online are consumer centric. What does customer centric mean? It means you entertain your audience, not advertise to them."

The internet has become a personalized environment centered on individual users, offering choice through catch-up TV, video-saving, swiping, and ad blockers. Social media pace raises expectations and shortens impression time, making shouting at audiences ineffective. Approximately 22% of UK users block ads, reflecting a readiness to use external software to avoid unwanted messaging and reach desired content. High product sales do not guarantee online engagement, as major brands can receive relatively few likes. A small share of content—about 5%—generates most engagement, so focusing on creating outstanding content is more effective than competing with the mass. Winning brands entertain their audiences rather than advertise to them.

Read at The Drum