Content

A 2023 report from ProfitWell found that customer acquisition costs (CAC) has increased by 60% over the last five years. Paid media—once a reliable growth lever—is now oversaturated and expensive, forcing brands to rethink how they engage audiences. This is where owned media comes in. Unlike paid media, where brands rent attention, owned media (e.g. blogs, newsletters, podcasts, and branded content hubs) builds long-term equity. McKinsey’s research shows that companies investing in owned media see a 20-30% higher return on marketing spend over time due to lower churn and increased customer lifetime value (LTV). Take HubSpot as a case study—their content-driven inbound marketing model generates millions of organic visitors monthly, reducing their reliance on paid ads. Brands like Nike and Apple have also built ecosystems where customers engage directly without needing third-party platforms. The result? Lower acquisition costs and stronger brand loyalty.

Great brand and product videos go beyond visuals—they create experiences. With the right strategy, creative direction, and execution, videos become powerful touchpoints that engage audiences and strengthen brand identity. It starts with clear objectives, strong storytelling, and attention to detail in planning, lighting, pacing, and sound. Every element should work together to evoke emotion and drive action. When done right, these videos don’t just live on one platform—they seamlessly integrate across channels, reinforcing messaging and amplifying impact.

The future of content isn’t just about creating more—it’s about creating smarter. With content demand set to increase 5x to 20x in the next two years, brands must adopt a precision-driven approach. That means delivering the right content, on the right platform, at the right time. AI tools are your secret weapon, enabling companies to analyze customer behavior, predict trends, and optimize content performance in real-time. To truly maximize impact, companies need to see, coordinate, and control every aspect of the content lifecycle. AI can help streamline ideation, production, distribution, and measurement—ensuring brand content works harder and smarter.

Key insights:

Content demand will explode 20x in the next two years
Precision is the key to optimizing content performance in real-time
Leverage data and AI tools to master the content lifecycle