CHICAGO — When embarking on branded content, a marketer should consider what part of its story fits best in that format, Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, in an interview with Beet.TV.

“What doesn’t lend itself as easily to a 30-second spot or a print ad?” she asks. “What is it that you are you trying to tell and not turn it into a 30-second TV ad?”

The next step is to pick the right partners, be they in distribution or content. Look for distributors that offer value or added pieces of the puzzle, such as a CRM list or retail locations that align with the brand. In U.S. Cellular’s case that meant a partnership with ABC on the show Shark Tank because of the shared vision of promoting entrepreneurship, she says.

“[Look at what] you can create in terms of content that viewers are going to be interested in,” she says.

Turner was interviewed by Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread, at the Beet.TV leadership summit presented by the Jun Group.  You can find more videos from the summit here.