For weeks now marketers have been wading through reports aimed at predicting the year’s upcoming media trends. Marketing strategies, publishing partners — everything’s up for debate as we gauge what’s in store and where to focus our branded content energies in the months to come.

Most forecasts like these are the product of data. Combine shifts in consumer behavior and media consumption habits with surveys of marketers’ plans and you’ve got a pretty clear picture of what to expect. We know, for example, that investments in social media are on the rise. It’s also evident that online video ad spending, which has been steadily growing for years, will continue to find favor with brands. Continue Reading

One of the stumbling blocks of branded content has always been discoverability. Brands put on their creative caps to think up inventive, informative, spectacular content, only to find that it’s going unseen by their target audience. By placing it on their owned media properties, where a fan base hopefully already exists, and by paying for ad placements to connect with new users, they’re doing everything right. Why, then, aren’t they getting the traction they need?

Modern content discoverability is about leveraging all digital media channels for maximum coordinated and integrated exposure and reach. While it’s possible to use each in isolation, combining them with others strengthens their impact and creates added value for consumers. Delivering your content isn’t just about ensuring that it’s viewed. It’s about placing it where consumers have occasion to interact with it in their preferred environment, and then share it with friends. Continue Reading