Bedtime Branded Content

Branded Content Cartoon

From Tom Fishburne at Marketoonist. He posted the cartoon back in September as commentary on Advertising Week, but I just spotted it now. (Thanks, Glasgow!) From his post:

It’s true that content marketing holds great promise, as marketers start to create communication that is genuinely worth sharing. Yet, in creating content, we should remember that consumers don’t necessarily want “content.” They want stories. “Branded content” and “content marketing” is insider terminology used by marketers. It’s up to marketers to make the content into something more meaningful.

In the branded content bandwagon, there is too often an emphasis on quantity over quality. Content is treated like a commodity. Consumers can see many forms of “branded content” a mile a way, and it’s only a matter of time before they learn to tune it out as readily as other forms of advertising.

What could I possibly add to that?!

Leave a Reply