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.

1. BRANDED
ENTERTAINMENT
CONTENT
MARKETING
Friends or foes?
Pascal Somarriba
OBE SUMMIT MILANO
March 17th 2016)

3. Brand Content & the Red Queen?
Adaptation!

4. YOU have more chances to survive a plane crash
than clicking on an advertising banner.

5. 1. Branded entertainment and Content marketing

6. The 3 discursive categories of Brand Content
1. Information
brand journalism, storytelling.
3. Pure entertainment
brand(ed)
entertainment.
2. Edutainment
tutorials, gamification
NE Content marketing Brand(ed) entertainment

7. Different evolutions
NE content marketing Brand(ded) entertainment
production
distribution
Customized messages (AI)
Enable/ support tools
Immersive experiences (physic. & virtual)
Contextual (time/space/info- Bdata) Social & emotional (moods, reactions, neursc)

8. 3. Is there an opposition or complementarity
between Branded entertainment and CM?

9. Creativity important but less important
than relevance and mass of interesting
and useful content to generate leads and
conversions
Content Marketing Brand Entertainment
Creativity and innovation are key
Less need of quantity vs impact
delight and virality

11. NON entertainment based content the
best way to leads and conversion

12. Entertainment best way to get
attention and emotional engagement

13. Opportunistic vs strategic
Brand Content
• When opportunistic projects direct
competitors for different provider types

15. 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
not)
A blurred or unclear strategy develops purely opportunistic Brand Content which
makes them competing for projects, providers and budgets.

16. Conclusion: Friends or Foes?
Friends and partners
in fulfilling the wider range of objectives of Strategic Brand Content

17. FOES /COMPETITORS
DIFFERENT KNOW-HOWS
- fighting for budgets
- fighting for key direction and weight in content strategy of Brands

18. Thank you!
Pascal Somarriba
Via Alternativa