Here’s an interesting story that ran in London’s Evening Standard paper last week titled: Brands Want To Be Content Creators

It reveals the huge growth in popularity of branded content, be this digital, print or TV. It also shows how organisations at all levels are now embracing the statement that opens up our homepage – that ‘we are all publishers now’.

The key quote comes from Keith Grainger, CEO of Redwood who produce both the print and e-zine versions of the M&S magazines.

Regardless of the medium, Grainger argues the key is to create compelling content and not just promotional puff. “It only works for the brand and the reader if it’s authentic, valuable and relevant.” That means employing journalists who understand how to tell stories, he says, rather than copywriters who are used to creating advertising slogans.

As digital devices rapidly become more tactile and geared towards a true reading/viewing experience, we see digital disruption starting to come full circle.

We like to consider the work we do with clients akin to producing a traditional magazine, no mater what form that takes, and albeit one which takes full advantage of rich media content and distribution via Facebook, Twitter et al.

Exciting times for content creatives everywhere and a great opportunity for clients wondering how best to navigate the new communications landscape being carved out all around us.