We’ve seen Added Value Content in forms of native advertising or ‘sponsored posts’. It looks like any other piece of content on the page with the exception of the “From our Sponsor” or “Sponsored Content” label. Marketers made this smart move with the rise of ad blockers in place by 26% of desktop users and 15% of mobile users.
Added Value content is branded content that is useful and independent of the brand itself. It can be in the form of an app or advert that can serve as a guide or beginning point for consumers – it’s a great way to promote your brand without sacrificing your audience’s interests because you’re adding value to their experience.
A new avenue for providing content is in the area of smart home devices like Amazon Echo and Google Home through Smart Home Skills. Skills can vary from providing answers to common questions in your area of expertise to providing data, or the reading of a daily blog posts as an update for your industry. It’s a quick and new way to get your brand to your audience and literally get them to converse with your brand’s voice.