In the battle for attention, relevance is the word we should like to see associated with the content we produce. Relevance is a multi meaning term. It can describe something related to a certain matter at hand. Something, content in this case, which is practical and as especially social applicability or something again, content in this case, which has the ability to supply material that satisfies the needs of the user. If we apply the word once again to the journalistic mindset, that set of scales remember from which we are trying to draw lessons for branded content. Relevant content is parallel to newsworthy content. Basically, telling stories which haven't been told before. To put it simply, branded content marketers should also look for scoops, for exclusive information of immediate interest. Is there anything more valuable than a scoop to attract people's attention? Think for a minute about this. What's the point in telling stories or creating content that are no different from anything else out there? If you start a blog about cars, for instance, and there are other 50 or 541 or whatever blogs about cars out there in Spanish or English, what will make anybody read yours except from your friends and your parents? Of course here I'm talking about regular people, not celebrities because that's a completely different story. But think about the added value you could bring with another general blog about cars. You could reply to me that already known stories can be told and portrayed in different and better ways with different approaches, new tools, through different channels, or simply with more money with another budget, just as Hollywood remakes of classic films. But other many remakes would enjoy the success or achieve the quality of their original models? Would they truly arise interests if it weren't for a promotion campaigns and advertising? Does the world really need expensive versions of stories which have been already well told? Few things are more interesting for people than a good, strong, informative, newsworthy headline. These news items, the discovery of header realities is journalism's primary material, the substance of its efforts and in this rapidly changing world, only those digital newspapers who fulfill this aspiration will eventually survive in a struggling business sector. This mindset, as I said before, is perfectly applicable to branded content. If we believe that our main goal is to publish stories that add value to our lives, both individually and collectively, as a way of establishing a link between your brand and a potential customer, can anything really be as valuable as a content piece which brings us relevant information never published before? Any kind of brand can include this principle in its strategy. Let's just think for a moment for instance about a footwear company. What if they conducted a serious research during months or years or whatever it takes and found out, let's say that running shoes without a sole are bad or very good for your health? Content which includes interviews with top scientists who would back their conclusions and offer insights on the best way to protect a runner's feet and their limbs, and therefore making a breakthrough discovery worth hundreds or millions of dollars in the near future, adding value to our society. Wouldn't you think the finance would achieve earned media space internationally being rebooted immediately by a thousand sites in the section of top news? It would mean free dissemination of our messages and brand values reaching every content of the world with no further expense. Thanks to the patient and accurate job. Accurately is a very important word here. Accurate job of discovering relevant truths for our target audience, which is again, if you think about it very similar to good journalistic work. It's no wonder that Google and other search engines algorithms promote helpful and usable information to the top of their results. One of the main criteria that are used to establish what is helpful and interesting, relevant in one word, is newsworthiness. Telling people stories they have never heard about which they can't find in a myriad other sites. This is a very good definition of what we call added value for branded content.
