CHICAGO —  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think about how to create a value exchange with their content.

“We need to make sure we aren’t talking to ourselves. Don’t presume anyone cares. Because people are choosing to engage, think about what they might want that will enhance their experience,” Hoffman says. He begins branded content projects based on asking what is a brand doing that is worthwhile enough to document and share. “Think about what the people you want to engage with are doing and how you might gracefully coincide with that.”

Hoffman was interviewed by Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, at the Beet.TV leadership summit presented by the Jun Group.  You can find more videos from the summit here.