What is branded content or brand content?
Before talking about what branded content is and how it can benefit a business or brand, we will define it. The branded content strategy is a very important part of the marketing strategy that consists of creating content within different communication channels with the aim of creating a link with the users or target audience.
When we talk about content, we are referring to quality content, that forms experiences, that are unique, in short, that add value. Bear in mind that the public is saturated with advertising messages on a daily basis. When you turn on the mobile phone, when you walk on the street, when reading the newspaper, etc. At the end of the day, you will only remember those who have managed to capture your attention for a specific reason.
It is necessary to make the public participate in the brand, to feel and be part of it, so that they do not forget the essence of their messages. At this point, it should be noted that brand content is part of the content marketing strategy, it does not work as something apart, sometimes both things can be confused.
How to apply branded content to our strategy?
Study of the situation and competition
The first step is to thoroughly study our company or brand and its situation in the market, the website, its social networks and other digital channels. What are their weaknesses, who do we consider competition, what is the competition doing, what are the gaps in the market that we can fill or how to encourage our strengths.
Define the target or audience
After a thorough reflection on our brand, we will have to know who our target is or define the target audience. Inevitably the message will change depending on who we are going to transmit it to, so the audience will have to be studied very well. What are your likes, concerns or with what you feel identified.
This type of strategy also seeks to first attract users as fans and then convert them into customers, thus changing the traditional purchase or acquisition cycle.
Establish the objectives to be met
We cannot forget to define the objectives of the campaign. The usual thing is to try to create notoriety, brand recognition, but it could also be to publicize a specific product or service. This in addition to trying to generate more engagement or reactions with the brand.
Do you want references? You have them in the media every day. An energy drink brand like Red Bull, the new Coca Cola campaign, beer brands like Estrella Damm, like Paramarketing in SEO are some examples of branded content. See what they do and try to reproduce it adapting it to your resources. They are experts in product placement, which is used to promote or place new products on the market. Sometimes using techniques to associate with the brand that are very far from those of traditional advertising.
Determine the content and dissemination channels
When we have these parameters defined, we must consider what type of content is the most appropriate and the ones that can be more successful. What will be the message that we are going to transmit to do inbound marketing, in what format we are going to present it and what channels will it be published. At this point we have a wide range to choose from: perhaps we are interested in proposing brand content for social networks, where we make a plan within the specific content strategy for each product or service. Of course, the format when generating content will be very different depending on the channel.
If we follow the case of social networks, perhaps our target audience is millennials. So we can take advantage of the Instagram stories format to locate our target and thus transmit the message. It must be loaded with value, emotion, experience and usefulness, following the lines of storytelling.
Of course, the message can be contained in a text, an image, an infographic, a video, or practically anything that comes to mind, as long as what you want to convey is clear.
Evaluate the results
It is necessary to bear in mind that this type of strategies cannot be compared with SEM campaigns with paid search engine advertising, they do not expect an immediate ROI. The results of this type of campaign are obtained in the medium and long term and are not so quantifiable.
Even so, we can let ourselves be guided by the percentages and make an estimate of whether that product or that brand has sold more or is better known since the dissemination of these contents has been launched.
Advantages of branded content
Having a content strategy or a solid social media strategy including these types of actions gives great benefits to our brand, which are also linked to the type of objectives that we can set:
- Recognition. It greatly helps to position the brand in the market and in the consumer’s mind. They will know what you contribute with respect to the competition.
- Loyalty. The consumer is excited to feel part of the story, thus creating a relationship of trust with the brand. Empathy entails at the same time that the company is reciprocated.
- Greater number of “responses”. If the story we tell like and is close, we will have more interactions (share, likes or comments) on this content.
It is not considered invasive. Being a story where the brand itself and its philosophy are integrated, it is not perceived as a direct advertising message that encourages direct sales.
- Word of mouth. It remains one of the most effective ways to reach out to audiences.
- Capture power. It manages to attract other people who may not have known the brand.
- Provide useful information. Socially there is the desire to wait and know new news continuously.
- Free formats. We are not tied to any format, we simply must select the most appropriate to the message and the environment.
Ultimately, we see that including branded content in our digital marketing planning has many advantages. Although we will always need the most important thing to create this type of content, the imagination.
Branded content campaigns involve a good deal of planning. Creativity triumphs to try to generate notoriety and affinity with the brand. The secret is to be original and differentiate yourself.
The competition, the audience, the public and the type of content and channels are the elements that intervene in the equation to achieve success. The novelty, the surprise factor and even the temporality of the products or services must also be considered. We have to take advantage of whatever aspect can be favorable.
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