Six months ago from MyCustomer, a media industry website:

While nearly three-quarters of organisations may feel that branded content can generate the most effective ROI, there is some question whether this can actually be proven. The Branded Content Management Association (BCMA) itself admits that branded content has traditionally struggled to find a way of evaluating return on investment.

Then, miraculously, this revelation from BCMA:

BCMA writes new golden rules for successful Branded Content

The new Golden Rules are as follows:

  1. Reactions to branded content are more positive than to traditional advertising
  2. Original, interesting branded content can impact positively on your brand
  3. Branded content can have a strong synergy with traditional advertising
  4. The promotion of branded content can itself have a powerful impact on a brand
  5. Combined campaigns can be informative and emotive
  6. Branded content helps you to stand out from your competitors
  7. Branded content is powerful – and with web support is even more powerful

In other words:

Research Proves Research Works.


Image: renjith krishnan / FreeDigitalPhotos.net

John R. Carroll is media analyst for NPR's Here & Now and senior news analyst for WBUR in Boston. He also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town.
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