Content? It’s all about getting noticed.

Effective brand marketing and advertising demands getting attention for your commercial messages or brand narrative.

To attract the attention of consumers with the aim of getting them to change habits with respect to brand consideration and purchase.

To establish an element of uniqueness.

To provide the added value of distinction.

To be worthy of consideration.

Custom is the reliable guide to human actions.

The custom of individuals is to grant attention to things that they find interesting.

Brand communications must stop relying on interruption, and become intriguing.

That requires content impressive enough to present a compelling and stimulating proposition. How else can you entertain and inform at the same time. Beat the Ad-blockers, capture the page turners and draw in the disinterested.

A successful brand message, one that conveys meaning, is inherent within quality content.

That content can take many forms - an advertisement, PR, user generated, a promotion, social feed, native articles or editorial, – through single or multi-media channels, - video, print or digital, - across any number, or combination, of devices.

People do not look at advertising in particular, they do not look at content per se.

They take notice of what interests them, in whatever form it takes, in whatever medium it is encountered.  

Content is a tactic.

Content is a key component of an effective multi-channel campaign, defined by strategic objectives.

There is a blurring of responsibilities, with public relations agencies, creative agencies, media owners, content agencies and in-house teams competing to provide content ideas and brand narrative collateral.

Without strategic insight these simply become lists of ideas or tactics. They need a strategy to be combined considerately, and so become informed components of joined up campaigns, designed to deliver.

Media agencies should be leading objective setting and the creation of communications strategy.

Media agencies operate in the academic and practical arenas where audiences, brands and media channels come together. The convergence of sources of information, and those seeking and providing information. The creation of brand narrative.

At Acumen, we suggest a collaborative approach, with all cultural intermediaries supplying ideas and relevant content assets.

However, we unequivocally recommend that the media agency should own the strategic planning process to ensure that any and all content ideas provide an informed contribution to effective brand communication, and positive contribution to campaign objectives.


Examples of informed content.
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FlexiSEQ Native Editorial

ellaOne - Premium Display

Contact us for more detail about the relevance of these content examples, and why they represent good practice.