The state of brand content
As a hybrid marketing agency, we try and keep our finger on the pulse of modern marketing developments. Brand content is of special interest, because content marketing seems to be accelerating in importance in marketing strategy rooms around the world.
To start, our understanding of brand content is that brands and indeed companies can and should create their own content and publish on their ow platforms. In this way brands become less dependent on external media for communication. It must also be said that we do not see brand content as replacing outbound communication through external media. Brand content is in addition to, not instead of.
Lately we've been thinking about what 2015 holds in store for brand content marketing. In summary, it seems as if the creation of brand content is set to grow rapidly next year.
Here are five important brand content trends for 2015.
1. Brand content marketing is marketing
Brand content marketing is becoming increasingly intertwined with marketing itself. Brand plans not mentioning content are becoming extinct. (Here are some predictions of what's in store for marketing in 2015.)
2. Native advertising needs brand content
As the practise of using native advertising grows on digital platform, so does the need for brand content. The reason is that native advertising by definition is content-drive. To be most effective, native should thus be firmly rooted in brand content communication. (There are perceived differences, see here, but I believe native and content marketing will increasingly have more in common.)