Our Facebook walls and Twitter pages, LinkedIn newsfeeds and MacBook screens are often filled with the wise words of Thinkers past and present encouraging us to change with the times. Yet the next step is to Turn ThaT inspiraTion inTo acTion. Accepting that you are going to have to change as the exciting turmoil of the advertising world unfolds through the info-Tech era is easy. Putting that change into motion is not. our 9 p’s of Branded conTenT is a guideline for giving change that initial shove in the righT direcTion it so desperately needs. It gives us a sense of what to expecT from the trials and tribulations of modern adverTising. It keeps our priorities straight and our objectives focused.In

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The 9Ps of Branded Content

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purpose-driven

PRODUCT

Purpose-driven content forges company-customer unity. Branded content doesn’t merely build a strong customer base but sustains it by remaining devoted to its mission and the expectations of its customers.

Product content is indicative of a unique company tone and identity. High quality

content should be to the point but thought provoking, simple yet full of

complexity. Branded content that imparts wisdom and inspiration in a meaningful and memorable way can enhance your

notoriety considerably.

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4

posiTioning

PLACEMENT

Positioning your product competitively through the use of branded content not only uncovers a specific market within which it can thrive; it effectively defines your product against others. A page-turning romance novel by a budding young writer, for example, will soar with a singular focus in a specific genre category instead of being lost in a sea of popular fiction.

Placement is key to a product’s discoverability. This P of branded content sees no limit and aspires to assist brand building by delivering a product

wherever it may seem suitable. An eBook, for example, need not be available for sale exclusively

though Kindle (Amazon) when it could extend its reach to iBookstore (Apple), Kobo (Rakuten), and

Nook (Barnes & Noble).

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packagingToday, everything is but a mouse click away. Web and app users are in search of instant gratification and marketeers need to know how to grab attention quickly and effectively. Packaging is no secondary consideration. Designers are a major cog in the wheel of marketing and the sharper the presentation, the more engaged the consumer.

Ideas are driven by idealists. Branded content is often at its best when a spokesperson or

subject matter expert can own both the brand and its content by tweeting, blogging, delivering

speeches that cause a rippling surge in popularity and notoriety.

POINT-PERSON

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pricing

PREMIUM

Pricing your content gives it value. A dollar can be the difference between gaining and losing the “Purchase Now” clicks you want, so pricing your content accurately is crucial.

A sensible premium strategy can rapidly prove to be a miracle worker in the marketplace. When your account and client engagement teams use content as special giveaways to prospective clients and a “freemium” movement takes form, a fan base and following emerges where there was none.

9promoTion Promoting your content is what ultimately breathes life into it. By extending your resources and your marketing mastery to branded content you feel wholeheartedly proud of, you effectively embody the spirit of modern marketing. You find that by the end of it all you know your Tumblr from your WordPress, your Facebook from your LinkedIn. Embracing the Promotion P is accepting that you know what you’re talking about and owning it.

The 9 P’s of Branded Content ultimately arrive at a final P. Presence. Presence is everything. As Bill Gates put it, the Internet is, “the town square for the global village of tomorrow.” Distinguishing yourself within that town square is key and the first step to doing so is advertising your ambition, uniqueness, passion and the quality of your content.

Conclusion

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