Some brands treat branded content and campaigns as separate things, one emotional or value-driven, and the other transactional. But what happens when they work together?

In this episode, Trent Marsh, Marketing Director at Riton Optics, joins me to unpack what he calls the marketer's trap, when teams invest in strategies they wouldn't engage with themselves.

Trent shares how to break that cycle by pairing campaigns and content to serve the same purpose, building trust, emotion, and results simultaneously. We discuss how data has given leadership "ammo to kill branding," why every channel deserves a role in your mix, and how omnichannel marketing makes small budgets feel bigger.

You'll also hear why brand coherence matters more than novelty, how to find and keep the right on-camera personality, and why every strong brand needs both campaigns that convert and content that connects.

About:

This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.

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