CHICAGO — Brands should development a measurement plan when embarking on branded content, says Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when working with a partner.
“Partner with the right companies and figure out how they’re going to push it out. From a brand equity standpoint, what is the power your brand brings to the table? How did [the campaign] drive business, leads, and results?” he says, laying out some of the key metrics for brands.
When creating a measurement plan, be sure to start with the consumer insights. That’s the foundation of any marketing campaign. Then look at how a brand can encourage consumers to engage both in branded content and in paid media, he says. He also adds that marketers should plan content with different times of day and screens in mind, and create the content that consumers want most at that moment in the day.
Weeks 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.