5 Signs of Bad Branded Content

June 13, 2022

The rich text element allows you to create and format headings, paragraphs, block-quotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Headings, paragraphs, block-quotes, figures, images, and figure captions can all be styled.

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  1. Many brands think branded content is just a very long, overly wordy ad, and hire ad copywriters to create narrative stories. (Some are decent storytellers, but most are not because it’s an entirely different skillset.)
  2. Quality standards for branded content are somewhere below sea level. They don’t have to be, but they are, largely because brands don’t think of creating content that’s as good or better than original content produced by popular publishers and entertainment companies. They think of creating content that’s as good or better than a display ad. Which is perhaps the lowest of low bars.
  3. They focus more on messaging to consumers than producing something consumers actually want to read, watch, and engage. As a result, the content feels too on-the-nose and consumers can’t enjoy what they’re reading or viewing because they feel like they’re being aggressively pitched.
  4. They think they do it for little or no money because really, all you need is an army of typing monkeys you can pay $20 a post/article or some stock video with text overlays, and when you’ve SEOed that shit into oblivion, your job is done!
  1. Create standards for your content that are at least as high as the standards you have for your own media consumption, and understand that your target audience will measure your content against their own media consumption standards. Which you should always assume are far higher than their standards for what they will tolerate in an advertisement. That is the low bar. Aim for the high one: given the opportunity to read or watch or otherwise engage with a limited amount of media, would your audience prefer what you’re producing, or something else? (Or worse, anything else.)

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing.

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

How to customize formatting for each rich text.

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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