Towards The Future of Branded Content Marketing? Bjoern Asmussen Oxford Brookes University Business School Business In Oxford 21 st April 2016

Andrew Canter Bjoern Asmussen Serena Wider Dr Tribikram Budhathoki Dr Nicolette Michels Andrew Butler Ross Williams Dr Neil Stevenson Elliot Whitehead Stewart Thomson A Collaboration Between Academia and Industry

“As advertisers increasingly look for ways to avoid being ‘turned off’, content can be defined as the stuff audiences choose to engage with rather than being forced to experience through disruption.” Ben Kerr, Creative Director, The Drum “Branded Content is a top priority for 57% of marketers.” Altimeter Research “The future of the marketing department is half marketing, and half publishing.” Joe Pulizzi, Founder, Content Marketing Institute Why should Branded Content Marketing matter to you?

Advertising has “literally interrupted your TV programme, it interrupted the page in the newspaper you were reading.” Expert 03 In contrast to this, “people actively go and seek branded content, they’ve gone to watch that programme or watch that piece of content by choice.” Expert 05 The digital age has fundamentally changed consumers’ perception of marketing

Branded content makes audiences choose to engage with your brand due to its entertainment, information and/or education value. What is Branded Content?

Examples of Branded Content?

A B2B Example: A Day Made of Glass

1.Develop an understanding of the audience’s interests and passions 2.Be clear about your brand’s core values and positioning 3.Clarify the objectives that branded content should achieve 4.Create engaging branded content through high quality, transparency, interactivity and compelling story telling 5.Use a multi-channel distribution strategy 6.Measuring and evaluating the success of your branded content marketing activities So, how do you achieve Branded Content Marketing success?

Bjoern Asmussen, Oxford Brookes University Thank you for your attention