Good content is hard to find.
Great content is rare.
The media world is changing. Consumers (millennials especially) are living a more mobile, social, and on-demand life than ever before.
Brands are producing more content than ever with more business departments across organizations looking to get involved in the process.
- 60% of marketers use content marketing on a weekly basis
- 78% of CMOs think custom content is the future of marketing
- 79% of marketers report their organizations are shifting to branded content.
- Marketers will spend $4B in Native Advertising in 2015, this number will double to $8B by 2016 and many experts in the content business like Joe Pulizzi feel like this is a low number, and spending will actually be higher.
“Traditional digital advertising has become wallpaper,” Jason Hill, GE’s global head of media strategy, said in a recent eMarketer report.
And it’s not just about owned platforms.
Publishers are scrambling to bolster their content studios, which is evident as seen by postings online right now for branded content specialists at Vox, Vice, Slate, the NY Times, Fusion and others.
The problem with this is most publishers are stuck to the same traditional models tied to one destination on the web, their website, and there’s only so much room for brand content to infiltrate editorial before the audience is tainted, no matter how many brands approach you or how many staffers you have internally.
Newspapers had the same “problem” before, when one town’s newspaper was so in demand they couldn’t sell any more ads in good faith against the content what did they do? Open up regionalized versions of the paper, or create small “mags” with niche content to sell more ads against without watering down hard news.
I think we’ve come up with a solution that helps everyone, while elevating branded content across the industry.
Entertainment and content is decentralized, giving way to a rise of new creators, new talents, and new opportunities for brands to cause a ripple in pop culture. The ability to monetize doesn’t live on one channel, but many, building a voice and brand that extends across the appropriate channels for that story.
For more than 10 years now I’ve produced content in various shapes and forms online. It started by producing music inside my dorm room when I first got access to an Apple laptop and 24/7 internet access.
Since then I’ve produced the first Twitter Chat from Mt. Everest, placed the first Instagram Video on TV with Oprah, and helped at least a hundred companies create content that stirs the pot, gets people talking, and is measurable.
I want to do more and do it better. And so do others.
I’ve assembled a team of great people to help me, aside from some top creator, agency and publisher partners around the globe with collective followings in the millions across multiple social platforms who are hungry to start creating new social experiences with the help of brands and publishers.
The thing that binds us together is simple: we want to do things that people haven’t done before.
Delmondo is at the center of producing and measuring innovative digital content with today and tomorrow’s top media, music and digital stars.