Let’s face it the best branded content looks and feels like culture.
It’s either film, journalism or 'cultural out put' of some kind. It is not advertising. At least in the way we used to understand it.
I believe we are witnessing a new phase in content led by a new breed content creators. From disruptive media brands, a new content creator class, innovative content marketing technology and progressive publisher brands.
I am calling this phase Next Generation Content. (I know classy huh…)
So WTF is Next Generation Content?
Next Generation Content is quite simply content that has learnt the skills and strategic agility of 21st century media craft.
Crafted content that does not betray its audience.
Content that doesn't cheat the consumer experience. That delivers something of value in the content experience. That rewards and delights the audience.
Next generation content is about forging value for a new consumer dynamic.
One based on shared interests, amidst a fierce competitive environment.
Next generation content has learnt the lessons of the content marketing and digital journalism goldrush.
This is the next phase of the journey for brands as content creators.
I wanted to collate some musings on how I see this playing out for brands.
How content marketing, brand building, media innovation and content technologies are all colliding to forge a form of 21st century marketing that is winning over the connected consumer.
Navigating a Next Generation Content landscape
The church and state of advertising and editorial has unbundled.