We live in fast changing times for branding, marketing and advertising. As more and more of us use recording devices that let you skip TV commercials, along with ad-blocking software online, how does a brand get its message across?

One increasingly popular strategy is to use branded content. From sponsored magazine articles to online, music videos to short films, this kind of content is so entertaining, informative and engaging that consumers are happy to view and share it of their own volition.

The marketing message may be upfront or almost invisible, but that’s not what’s important. It’s all about making people want to see it, rather than being forced or tricked into seeing it.

With the number of people willing to pay for newspapers and magazines falling, old media needs to find new sources of revenue – online as well as in print. One way to boost income is to run sponsored articles, but matching the right marketing message with engaging and informing content can be a tricky business.

Contact Jowen Sports Management for your media branding.