You can read part one of this post here, but read on to find out more about creating branded content that’s part of an experience – with a focus on audience, format and how to make it look less like an advert.

How can they get involved?

Audiences no longer want to turn up and passively consume content. Involvement can range from simple discussion around the content, to full-on participation in the story or experience. Generally you need to build different levels of participation so your audience can choose the level at which they get involved. Don’t be blind to the potential for your audience to co-create content with you.

Another British Red Cross example is its mini soap opera (or ‘nano-soap’), which was intended to connect with 16-20 year olds on Bebo around the subject of HIV. Bebo-ers could comment, vote in polls, take part in quizzes and become a friend of the characters. Some interactive narratives take this a step further, allowing the audience to vote on the way characters behave or the way the plot unfolds.

What’s the best format?

There are any number of forms your content can take: video, podcasts and games are just some of the options, but the key thing is to find a format that allows you to tell your story and gain the audience’s involvement in the most natural way.

Some platforms – like ARGs or virtual worlds – come with pre-existing communities. Be aware that these communities have very high standards around the quality of the content you produce and will be very vocal if they believe you haven’t earned the right to be part of their world.

Will it feel legitimate or look like advertising?

There’s not necessarily anything wrong with using content to sell. You just have to remember the difference between content and advertising – content is interesting stuff an audience want to engage with for its own sake, adverts are sales messages that piggyback or interrupt content to reach an audience. By all means sell, but first earn the right by providing something of value.

Everyone hates being patronised or having their time wasted. There are no prizes for putting a lot of effort into reaching in audience only to turn them off. Try-hard, boring, manipulative ‘content’ that’s clearly a sales pitch will create a nasty smell that sticks to your brand. Don’t do it.

Darius is Creative Director at Enable Interactive.