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Branded entertainment vs content marketing obe summit milan 2016

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.

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Branded entertainment vs content marketing obe summit milan 2016

  1. 1. BRANDED ENTERTAINMENT CONTENT MARKETING Friends or foes? Pascal Somarriba OBE SUMMIT MILANO March 17th 2016)
  2. 2. Brand Content & the Red Queen? Adaptation!
  3. 3. YOU have more chances to survive a plane crash than clicking on an advertising banner.
  4. 4. 1. Branded entertainment and Content marketing
  5. 5. 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
  6. 6. 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)
  7. 7. 3. Is there an opposition or complementarity between Branded entertainment and CM?
  8. 8. 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
  9. 9. NON entertainment based content the best way to leads and conversion
  10. 10. Entertainment best way to get attention and emotional engagement
  11. 11. Opportunistic vs strategic Brand Content • When opportunistic projects direct competitors for different provider types
  12. 12. 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.
  13. 13. Conclusion: Friends or Foes? Friends and partners in fulfilling the wider range of objectives of Strategic Brand Content
  14. 14. FOES /COMPETITORS DIFFERENT KNOW-HOWS - fighting for budgets - fighting for key direction and weight in content strategy of Brands
  15. 15. Thank you! Pascal Somarriba Via Alternativa