Trends Report

How To Build Your Brand With Branded Content

March 21st, 2013
TS
Tracy Stokes
With contributors:
Alexandra Hayes , David Cooperstein

Summary

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their marketing strategies to build brand advantage in the face of consumers' rapidly changing media consumption landscape. Branded content is a powerful tool to help build a brand, but marketers run a gauntlet of obstacles to harness it effectively. This report introduces Forrester's four C's framework for effective use of content for brand building: 1) capture the brand's North Star in branded content; 2) connect to your consumers in context; 3) create visible value through the content; and 4) continuously measure and optimize results. As a result of using this framework, marketers will be able to use branded content to build the trusted, remarkable, unmistakable, and essential brand that will drive success.

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