Whether you are sponsoring a programme or a series of programmes, or creating branded content, the brand-content connection essentially works in the same way.

Content-led marketing makes your brand stand out from the competition. Association or co-creation gets to the heart of the programme, and therefore the audience. This enables you to build your brand's personality through association with the brand values of the programme and the broadcast environment.

There is a plethora of targeted and effective ways advertisers can leverage TV programming which offer varying degrees of involvement, from the simple on-air sponsorship of a single show, through the integrated off-air exploitation of a TV property, to the extended journey of an advertiser funded programme or by entertaining viewers behind the red-button or through video on demand. There are innovative content-led marketing strategies to fit all sorts of brand objectives, from enhancing or reinforcing a brand image, to shifting it completely, to gaining retail listings in highly competitive market sectors or driving sales.

The combination of entertainment content, media and brands is an area that is likely to become more and more important in a multi-platform world where TV-related content is easier to access or request.

We asked some smart people in the industry to share some content-led marketing insights with us on camera, and you can access these films via the links below.