Branded content is a win-win model

Julia Hutchison, COO, APA, says for a channel that only a few years ago was dismissed because of its “free” status, customer magazines are thriving and in fact dominating the magazine market…

The demand for branded content remains high. Despite the constraints placed on marketing budgets over the last six months; a concern for many channels, of the 23 branded titles that appear in the top 100 magazines by circulation and distribution, 65% have experienced growth.

In a period where it would have been easy to reduce circulation, consumer demand for engaging and relevant content has demonstrated the value of the medium and underlined its dominance of the recent ABCs.

It is my firm belief that the branded content model is as relevant today as it has ever been. Whilst traditional paid-for media struggle with monetising content, we see increasing numbers of consumers turning towards free media.

Compared to twenty years ago, the price of content has increased considerably. As the cost of TV subscriptions, newspapers, smartphone apps, glossy magazines and paywalls all add up, branded content counteracts the heavy toll consumers now have to pay for content.

Branded content is a win-win model, brands are able to build the cost of content into their marketing budget and in return for providing free but interesting and relevant information, receive engaged and loyal customers that contribute to the bottom line.

For a channel that only a few years ago was dismissed because of its “free” status, customer magazines are thriving and in fact dominating the magazine market. The top five magazines by circulation are all customer titles and 11 customer magazines appear in the top 20 by circulation – all topping Shortlist and Glamour, both leaders in their respected categories, Men’s Lifestyle and Women’s Lifestyle/Fashion respectively.

Providing content when and where a consumer wants it is the key to achieving cut through and as such increasing numbers of publications are supplementing their print editions with digital content such as apps, ezines, video, microsites and TV.

As consumers select and pull the content they want to digest, content is moving away from an “interruptive” model and towards an “inbound” approach. Where once brands focused on pushing messages at consumers via disruptive pop up ads for example, consumers now cherry pick what content they want to engage with and how.

With value for money front of mind for consumers, providing engaging and entertaining content across a range of channels is now essential and branded content the solution.