Instead of focusing on creating ads, brands may consider looking at building content and there are ways to create great content that can be the ad itself.

Why it matters

The convergence of paid, owned and earned media has blurred the distinction between each of them, and brands no longer need to design ads that look like editorial content because great content can be the ad itself. 

Takeaways

• Trying to appeal to everyone when creating content-led advertising will lead to the result being ordinary.
• Use influencers, not actors, as they are typically content creators and know what will work for...