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This article written by Filipa d’Avillez, Head of Marketing, Branded Content, Events, and Audiovisual at Forbes Portugal & Jornal Económico, is a part of a series celebrating Women in Branded Content and Native Advertising.
The world of branded content is constantly evolving, with creative storytelling and strategic brand partnerships taking centre stage.
As more women take on leadership roles in this field, their unique perspectives and approaches are having an increasingly significant impact.
However, navigating this industry still presents challenges - particularly in a sector that often fails to place female voices in top leadership positions.
Here are 7 lessons I’ve learned in my 12 years of Branded Content.
- Trusting my Instincts
In life in general, and at work in particular, instinct is a powerful compass for deciding the right course to take. We know our audience better than anyone, and our life experiences can guide us in creating authentic and engaging campaigns. - Always Stay on Top of Trends
Keep an eye on trends and always be eager to learn. Never stop learning. Whether through training sessions, brainstorming with peers or experimenting with new tools, making this a priority is essential for continuous growth and evolution. - Teamwork
Teamwork is a well-kept secret. Leverage your ability to collaborate with diverse teams to bring your vision to life and achieve exceptional results. Asking for help and sharing the spotlight is an art. Teamwork always - always - leads to more impactful and innovative content, and the female voice is essential to shaping the team dynamic. - Leadership
The ability to lead is a given. It must be exercised with confidence. It is crucial to embrace our leadership potential and stand firmly behind our ideas and decisions. Whether directing a campaign, managing a team or pitching creative ideas to clients, taking ownership of our space is essential for success. The more we assert our value, the more others will recognise our expertise and competence. - The Art of Failing Well
The journey to success in branded content often involves trial and error. Embracing failure as part of the learning process is key. We should not be afraid to take risks, pitch bold ideas and experiment with new formats.
Every failure is a lesson; it does not define us but instead makes us better and stronger. - Mentorship
Seek out women who have walked similar paths and are willing to offer advice and share experiences - it will help us grow. Additionally, creating or joining groups of women in branded content can provide the sense of community and support needed to achieve greater success in the industry.
Never be afraid to ask for guidance and support. Being part of a network or mentorship program can offer valuable insights and give us the confidence to keep moving forward. Equally important is stepping into the role of mentor when other, more junior women seek advice and support regarding their own growth. - My Story
I have been working in this field for 12 years. The first time I tried to sell branded content to a brand, they burst into laughter. I have lived through many incredible moments, celebrated victories and cried over defeats. I have been underestimated for being a woman, on occasion male colleagues have even refused to work under my direction for that reason. But I have also been recognized and rewarded for the work I’ve accomplished.
It has been an unbelievable journey, and I am grateful every day to work in an industry that is constantly evolving and growing year after year.
The future of branded content is bright, and as women continue to push boundaries, their influence will only expand. Let’s keep innovating, stay endlessly curious and, above all, always believe in the value we bring to this industry.
