When Branded Content Turns a Profit Posted on July 15, 2008 3 Comments

We believe that all brands have a unique opportunity to position themselves as experts through the use of branded content. It plays an important role in creating a brand engagement and, if done right, a brand immersion. But don’t overlook the opportunities to leverage the investment in content into a profit center. It’s a tactic that Weber has employed very successfully for years. The latest example is Weber’s Charcoal Grilling, a cookbook that rabble+rouser developed in conjunction with culinary expert and writer Jamie Purviance, and Sunset/Oxmoor House. Not only is this book solidifying Weber’s position as the category leader, but it is also selling like hotcakes at retail and getting five-star reviews. Check it out on Amazon.com. But only on a full stomach as it will definitely make you crave a nice, juicy grilled steak.

Our first piece of advice for brands as they look at the branded content space is to own it. When you own it you can leverage across the full marketing spectrum, from advertising to PR and all the fertile ground in between. It’s a term we refer to as “brand-owned content.” Yes, it does require a larger upfront investment, but if you are wise about how you structure your deals with content creators, or act as a content creator yourself, it doesn’t have to be cost prohibitive.

The second is to look for a content play in everything. There won’t be a fit everywhere, but when you start from that perspective you’ll come up with new ways to amortize the cost of content development and create more engagement for your brand.