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Content marketing vs Brand entertainment. The apparent opposition hides service provders interests who often confuse Brand and marketing executives as each part tries to defend own chappel and interests. reality is that both aproaches are necessary in a Content strategy that delivers both Brand culture value and conversion value. Including both categories within Brand Content has the advantage to focus on complementarities and how to best include Brand culture within content marketing for stronger singularity ( risk of optilization is standartization) and more efficient Brand culture and entertainment based content.
Brand content raises from the need to follow key changes that advertising can no longer face alone
Persado One is part of the Persado Enterprise software bundle, which offers customized messaging across channels including email, display advertising, social advertising, SMS, push notifications, and direct mail. It’s the company’s premium offering, which sits alongside Persado Professional for individual marketers, which costs less but is primarily focused on email and Facebook ads, depending on the version of the product people purchase.
I hope you will disagree with me.
FRIENDS or PARTNERS in terms of two key and often complementary pillars of Brand content to fulfill the needs of Content Brands or any ambitious content strategy. FOES in the BUDGET SPLIT and in the COMPETITION BETWEEN DIFFERENT PROVIDERS
Branded entertainment vs content marketing obe summit milan 2016
Friends or foes?
OBE SUMMIT MILANO
March 17th 2016)
The 3 discursive categories of Brand Content
brand journalism, storytelling.
3. Pure entertainment
NE Content marketing Brand(ed) entertainment
NE content marketing Brand(ded) entertainment
Customized messages (AI)
Enable/ support tools
Immersive experiences (physic. & virtual)
Contextual (time/space/info- Bdata) Social & emotional (moods, reactions, neursc)
3. Is there an opposition or complementarity
between Branded entertainment and CM?
Creativity important but less important
than relevance and mass of interesting
and useful content to generate leads and
Content Marketing Brand Entertainment
Creativity and innovation are key
Less need of quantity vs impact
delight and virality
NON entertainment based content the
best way to leads and conversion
Entertainment best way to get
attention and emotional engagement
Opportunistic vs strategic
• When opportunistic projects direct
competitors for different provider types
4. Conclusion: It is really Brand Content STRATEGY
taking into account the different content needs at
the MOT cycle which encourage development of
various types of Brand content (Entertainment or
A blurred or unclear strategy develops purely opportunistic Brand Content which
makes them competing for projects, providers and budgets.
Conclusion: Friends or Foes?
Friends and partners
in fulfilling the wider range of objectives of Strategic Brand Content
- fighting for budgets
- fighting for key direction and weight in content strategy of Brands