According to the “2010 Social Media Usage, Attitudes and Measurability” study from King Fish Media, HubSpot and Junta42, 73% of US companies with a social media strategy were using branded content they created in their campaigns. Such original content was considered the most important part of a successful social campaign — with nearly half of respondents calling it “extremely important.”

Branded content in the social sphere is the next big wave, spawning the rise of new boutique agencies dedicated to creating it. Recently, Havas invested in Socialistic, a social experience studio focusing on developing branded content, to capitalize on this emerging market opportunity. From the early days of social networking, Big Fuel launched its’business focused on social media marketing and branded content. More and more discussions with advertisers are focused around content whether it’s through the website, advertising programs, social or mobile channels.

However, social is really where it matters most. Content is it. Without it, you will not engage consumers with your brand. And if you don’t continuously refresh and update it with original, brand focused content, then consumers will, in the best case, lose interest. And if you don’t do it well, then consumers may revolt (e.g. Kenneth Cole SB campaign).

The big question as this industry evolves is where will we find the talent to provide original, branded content. Developing this content is very different than taglines or short form copy provided through advertising campaigns. It’s the difference between pushing a message out to consumers and engaging a consumer. I think the journalists who all have been struggling to reinvent themselves can find their way to this evolving field. Yes, it’s definitely different than journalism. But, their skill sets are very transferrable. Like the statistician being the new cool for the analytics practices that have been popping up. I can see how journalists will become the new hot talent.

Marita Scarfi, CEO, Organic, Inc.