The path to cultural relevance is paved with branded content

Cultural relevance can be table stakes at a time when culture is the main conduit for connection and deep engagement, yet brands find it harder to keep up when culture moves at a breakneck pace and social media promotes a quick-burn cycle of virality. Branded content is taking a bigger slice of digital ad budgets than ever before as brands become content engines and break the constraints of standard placements, which calls for more than a one-size-fits-all approach. Discover unique strategies for becoming a culturally relevant content powerhouse and building brand love.

Key takeaways:

1. A brand’s role has expanded to reach consumers wherever they are and capitalize on cultural moments in real time but brands are finding it harder than ever to break new ground and establish true intimacy with consumers.
2. Marketers keeping up with shifting cultural climates can look to share-worthy content as an enduring aspect of culture and branded content has emerged as a powerful tool for brands that want to think like entertainers and remain culturally relevant.
3. Paramount’s mountain of entertainment and plethora of creative solutions helps to push brands into the cultural conversation, helping them align with master storytellers who understand what content means to audiences and create stories that fulfill every need.