What does your brand say about you? The Lip-sticking brand is important to me and that's why I spent a lot of time and consideration before launching The Lip-sticking Society. It would seem that I was/am on the right track by growing my current brand into something stronger and more useful.
A study by the Custom Publishing Council reported in late December of last year that "Branded Content Advertising Doubles in 2009." This came to me via the Center for Media Research, a site I highly recommend.
According to the article, "Branded content initiatives are considered by marketers as more effective than other leading forms of advertising and marketing. Seventy percent said it was more effective than television advertising; 61% said it was more effective than direct mail and 57% said more effective than public relations."
Education was cited as the number one reason for using Branded Content. While I'm glad to hear that I don't find it new or surprising. Do you? Isn't education a prime reason you access the internet? Isn't education a prime reason you read press releases, blogs, and keep up with your Facebook account? I hope education is also why you're on twitter - there is a wealth of exceptional content being shared by experts in every field of marketing - on twitter.
While this article goes on to say that "Among companies that outsource, the average spend on branded content was a whopping $886,000," I don't really know what that means and I don't really care. Budgets are what they are - just numbers the marketing department puts on campaigns. And, from my experience, the numbers aren't always "true." Companies don't really share their marketing budget. They share numbers they think will impress people.
What we can learn from this information is that your brand is the best marketing tool you have, especially online. Don't fool with it. Protect it, support it, be true to it. It represents you in ways you cannot imagine - so don't go creating branded marketing campaigns without a lot of thought. The public doesn't care how much you spent, they don't care what you stand to gain from your campaign, and they will respond negatively if you give them reason to.
Branded content - in blogs, on Facebook, twitter, and as advertising in key locations, can make this year your best year ever. Teach me something. Share insight. Create conversations. That kind of branded content survives forever - and brings positive returns. Try it. You'll like it. I guarantee it.
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