My working definition of content marketing/branded content is anything that, with the brand removed entirely, still retains value to the audience. ‘Value’ is another moveable concept, but in content marketing it’s found at the overlap of what’s important to both the brand and the audience. It plays out as either utility or entertainment. Education, inspiration, tools, apps, events, insight, foresight, videos, collaborations, instructional manuals, books, blogs… all fall under those two things and can all be part of a content marketing plan.
For example, one project I’ve worked on, for Bank of Melbourne, focused on the success of Victorian businesses. It’s something that’s important to the businesses, and it’s important to Bank of Melbourne because their success enables the Bank’s success, so it celebrates that success in its content platform…