In today’s information-saturated age, consumer attention has become one of the most scarce and valuable resources. The rapid rise of short-form video and user-generated content has made information more accessible than ever. In this landscape, traditional interruptive advertising is losing ground, while content-driven “recommendation marketing” that aligns with user interests is gaining momentum.

Meanwhile, advances in artificial intelligence are accelerating the production of content—text, images, videos—at an unprecedented pace. As information continues to flood in exponentially, consumer attention will become even more fragmented. For global brands looking to expand, this presents a pressing question: in a world overwhelmed by content, should brands compete on volume, or focus on meaningful engagement?

The Shifting Landscape of Consumer Behavior

The digital revolution has transformed media from a one-way communication channel into a decentralized, participatory network. Everyone now has the tools to create and distribute content across platforms, bypassing traditional media gatekeepers. While this has enriched content diversity, it has also brought challenges—information overload, fragmented messaging, and difficulties in verifying authenticity.

In more mature overseas markets, consumers are increasingly seeking content that is credible, objective, and authentic, to help them cut through the noise. In this environment, traditional media outlets are regaining influence due to their professionalism and editorial standards, ushering in a trend of “re-centralization” of trusted sources.

Content Commerce: Bridging Brands and Media

Against this backdrop, a new model of marketing is rising—Content Commerce. This approach involves collaborating with reputable media to deliver informative, engaging content that simultaneously serves the consumer and promotes the brand. Using tools like sponsored articles, affiliate links, and exclusive discount codes, brands can offer a seamless shopping experience integrated with trusted content.

This strategy benefits both parties: brands gain credibility and exposure, while media outlets monetize their content through performance-based models. To make such partnerships successful, marketers should focus on the following key elements:

1. Choose the Right Media Partners

Select media outlets that align with the brand’s values and reach the desired audience. Consider:

• Audience Alignment: Do the media’s readers overlap with the brand’s target consumers? Can the partnership extend market reach?

• Influence and Reach: What distribution channels does the media use? How strong is their traffic and engagement?

• Relevant Experience: What types of products do they typically feature? Have they collaborated with similar brands?

2. Craft a Clear Collaboration Pitch

To cut through the clutter of daily media inquiries, brands should clearly and concisely communicate their partnership proposal. Ideally, pitches should be sent 4–6 weeks in advance (8 weeks for larger media outlets), and include:

• Product Highlights: Use compelling data, such as third-party reviews, social proof, rankings, or public sales figures to illustrate product strengths.

• Brand Fit: Demonstrate how the brand matches the media’s content style, audience profile, and values.

• Partnership Structure: Clearly outline the cooperation format, commission models, and performance expectations.

3. Build Long-Term Relationships

Once a successful collaboration has been established, turn short-term wins into long-term partnerships. Keep media partners updated with product developments, user feedback, and performance data to foster ongoing mutual growth.

The Brand Growth Formula: Content × Time

In a digital-first market, brand growth is increasingly driven by consistent, meaningful content. The formula “Brand Growth = Content × Time” reflects the two essential dimensions of success: breadth and depth.

Expand Content Breadth

Breadth refers to the variety and reach of a brand’s content. Like a well-structured recommendation matrix, content should span different niches and platforms to engage diverse audiences. This requires building a wide network of media partners, creators, and influencers to ensure broad market coverage.

Deepen Content Value

Depth is just as critical. Brands must offer content that is informative, trustworthy, and emotionally resonant. By focusing on content quality and long-term storytelling, brands can build lasting relationships with their audience.