Branded content ought to add value to both the content creator and the brand. Sales and editorial need to empathise with each other's roles, taking complete ownership of preserving integrity and voice of the content. But do they understand this role? How is the industry evolving for both teams to work in synergy? How can the lack of coordination impact an initiative? BuzzInContent.com finds out

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that brands must stay culturally relevant, use humour, prioritise authenticity and strike a balance between emotions and branding in content

Despite increased consumption of content on internet and falling attention span of the new-age user, brands — both big and small — still opt for the good old radio for their content marketing or branded content initiatives. BuzzInContent.com finds out how radio is still delivering effective results when it comes to brand integration

The studio will dabble with all kinds of branded content initiatives from conceptualisation, producing it to be relevant across platforms and finally building a content marketing campaign around it to amplify its reach

BuzzInContent.com brings a few branded content initiatives undertaken by brands to strike a patriotic flavour among consumers

The weekly column Content & Culture by Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting examines the fairly known and yet loosely defined ‘feeling of home' used in branded content initiatives

Brands use a variety of content marketing strategies and channels to engage with their target audience during these special times of the year

Borges Andre, Channel Head, Nutshell talks about the channel's growth strategy and roadmap ahead

Shah, Director of Marketing at Truecaller India, says although the medium has caught the attention of a lot of marketers, it might soon become another checklist item rather than a lead medium for brands

Intel's Gayatri Makhijani, Perfetti's Ritesh Sud, TVF's Pranav Thakker, and Nobel Hygiene's Kartik Johari discuss the challenges faced by brands and publishers while working on branded content and how one can overcome the same

Instead, spend your precious time, energy and hard-earned money on earning love and loyalty through content marketing

Ferraz, Creative Director, says if it is to appeal to the emotions of consumers, create a connection with the audience, or convey the brand values, branded content is your go-to medium

Sharing the story of the largest digital food publisher, India Food Network, Naik, Co-founder and Director tells BuzzInContent.com how the platform while serving brands with content, consumers and commerce plans to launch food podcasts as well. She talks about the challenge of finding new storytellers in the space and how the platform is providing its audiences with therapeutic recipes amid the pandemic

BuzzIncontent.com caught up with content experts to understand how branded content on TV can deliver maximum ROI for all stakeholders

After the successful launch of home decor and travel verticles, Sonalika Mehra, Channel Head of Gobble, tells BuzzInContent that the channel will explore the beauty and fashion categories as well in the future