Episode 9 – Branded Content. It’s As Easy As ABCD – Andrew Canter BCMA (Institute of Branded Content)


Andrew Canter is amongst the leading practitioners in branded content with over twenty five years experience.

Global CEO of the BCMA (Branded Content Marketing Association) promoting best practice, sharing knowledge and growing the branded content industry where he was instrumental in developing the global content monitoring evaluation system as well as launching the Institute of Content Marketing. As you can image we cover a lot of different topic including branded content, the ABCDE Model (Activate Branded Content, Distribute it, Evaluate it) and how digital has physically changed how we view content.

Our top study tip tries to get you in the right frame of mind to tackle any assignment, which can be harder than it sounds.

– Hard work has got Andrew to where he is today. Not only that, but being in an environment that encourages interaction and learning from others

– The published definition of Branded Content, as Andrew so eloquently put it is:
Branded Content is any output, full or partly funded or at least endorsed by the legal owner of the brand which promotes the owners brand and values and makes audiences choose to engage with the brand based on a pull logic to its entertainment, information and / or educational value. And it is part of a 42 page report, so there is certainly more research to go through if Andrew has ignited your flame for all things branded content.

– Regardless of the size of an organisation, setting objectives and common goals provide focus and clarity for the entire business, indeed best practice, especially with content branded marketing which is why the BCMA basically exists! Offering toolkits to create and understand what great content can do for a business. Check out the website – thebcma.info

Top Tip – Your Mindset
The top tip for this week will hopefully help you get started when trying to tackle an assignment, especially if you have come from an academic background, which I’m sure some of you will have.

It’s important to have the right mindset when working though an assignment or an individual task and we have spoken in the past about how to slowly build up you answers, starting with the main points you feel you need to get across, in bullet point format, while also focusing on the weight of the marks attributed to each question, so that you use your word or page count effectively, to give yourself the best chance to gain full marks per question.

But what about the specifics, the actual body and content of your answers? One thing to always have in the back of your mind is that this is not an academically written paper, where theory is dominant. Yes theory is important, but alongside practical, real world examples to back up any statements you may make to answer a question, but to uncover the basic premise of the entire assignment we have to go to the front of the assignment briefing, the scenario. It is the scenario that provides the best clue as to how an assignment should be written. Many of the scenarios will place you as the ‘Marketer’ within a business of your choosing and that the assignment should be written for, what is usually described as the Senior Management Team (SMT). And that is just it! Write your answers as if you were being asked to produce a document for a senior management team. It needs to be written with this in mind…. Oh and always, always, always, use the Harvard referencing system – which we can look at in more detail in another episode.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Branded Content Marketing Association (BCMA): http://www.thebcma.info

Institute of Branded Content (IBC): http://www.thebcma.info/institute-of-branded-content/

Hero with a thousand faces: 

ABCDE Method for Branded Content (Activate Branded Content, Distribute it, Evaluate it): http://www.thebcma.info/the-abcde-method/

Sky+: https://www.sky.com/mysky/latestnews/article/my-sky-updates/2012-09/get-even-more-from-sky-plus-with-the-sky-plus-app/