There has been two great pieces of online Australian created branded content that have caught my eye recently. It has got me really excited that we may be seeing a second coming for branded online content. However I am worried we may be falling into the same trap that we did 2 years ago when the first bubble burst.
Walking Tours of Melbourne
Marketers have been wary to reinvest in online content with one major problem....scale. Spending $100,000 to get a few thousand views of content is not equitable.
I think this problem is due to the creators of content not having a distribution strategy in place when they create the content. I think for projects to kill it these days they need a solid content distribution strategy that has a mix of seeding and paid media making sure that the content flies online. Aden picked up on this as well with the latest Bacradi project which was amazing content with little to no content distribution strategy.