Branded content marketing has taken the world by storm. Companies want to stand out from their competitors in these uncertain times. It’s time to think outside the box to overcome challenges related to the oversaturated marketplace. Hence, these problems require modern-day solutions.
That’s how the need for paid promotions and content has risen. It holds power like never before. Not only does it capture the attention of your target audience, but it also increases your brand value. The best part is how you don’t sound over-promotional or desperate for awareness or reach.
Branded content is a well-balanced strategy to link the gap between awareness and ongoing growth. Deliver quality content that speaks for itself, reflecting immersive consumer experiences. Let’s learn a little more about this type of content and how it helps stick out in these uncertain times.
Table of contents
- What is Branded Content?
- Characteristics of Branded Content
- Who Creates Branded Content?
- What Is Not Branded Content?
- What Should Branded Content Contain?
- The Dos and Don’ts for Brand Content
- Is it Worth the Effort?
What is Branded Content?
Customized paid campaigns often capture the attention of your desired demographic. It’s not only beneficial to businesses looking for out-of-the-box ideas but opens doors for a new business model. Agencies offer special packages that cater to a need that didn’t exist earlier.
Branded content doesn’t overwhelm the crowd with unnecessary sensory stimuli. Instead, it captures your audience’s attention without blinding them with a constant bombardment of online ads. You only generate content that best reflects your brand ideology.
Characteristics of Branded Content
Branded content and other types may be very different from one another. Here are some common characteristics to differentiate them:
Focuses on Brand Value
Branded content doesn’t solely focus on the products and services. Instead, it tries to create a campaign that aligns with the company’s values. It also highlights why you should pick this brand over the competition. Hence, it’s more focused on creating brand awareness.
Use Quality Metrics
There is no hard and fast rule about who leverages insights and metrics to optimize their efforts. Due to this, the end results are much more fruitful. Your brand may land a higher number of mentions and consumer attention.
Value Added Content
Branded content highlights what products and services might add value to the consumers. It’s something that grabs the attention of your audience. The value-added element can come in terms of entertainment or whatnot.
Stimulates Your Emotions
Stimulating consumer experience is one tactic that’s often used in branded content. It’s not always about presenting a rational side of why choosing your brand over the competitors is important. Instead, connecting with humans on a personal level can positively impact your sales and profitability.
Storytelling is Key
Branded content always has a story to it. You can have a start, middle and end, which helps you capture your audience’s attention. It might be longer than regular content marketing. But there is a huge difference in customer engagement.
You don’t have to stick to one single format. It’s best to let your creative genius loose. This can help create content that is well-reciprocated by your audience. It can be podcasts, reels, social media events, etc. As long as you can tell a story, the job is done.
Who Creates Branded Content?
The burden of creating content shouldn’t fall on the shoulders of any one person. You can collaborate with influencers in your industry to create something out of the box and relevant. But it doesn’t end at partnerships.
You can even post quality user-generated content as branded material on your social media accounts. Remember the goal of branded content is to depict a well-thought-out story. If you involve your audience in the process, it’s a win-win situation.
What Is Not Branded Content?
After answering questions about branded content, it’s time to address the opposite side of the picture. Not everything that’s not branded is unbranded content. There are many different categories of content. There are as follows:
- Branded content
- Conventional advertising
- Content marketing
- Product placement
In simple words, non-branded content is much more subtle. It may refer to your company values but not directly like branded content. It only focuses on products and services offered by a company. The brand story isn’t always portrayed in these types of advertisements.
Non-branded content can be a little invasive compared to branded one. Digital ads can pop up anywhere, which may sometimes be a nuisance. The purpose of banners and pop-up ads is to grab the attention of your target market.
What Should Branded Content Contain?
Here are some key ideas:
- Conversation starters
- Identification and discussion of problems
- Guest podcasts
- Sponsored speakers
The Dos and Don’ts for Brand Content
Here are a couple of dos and don’ts to keep in mind:
It’s best to push your interests to your target audience but in an engaging manner. However, you don’t want to shove your thoughts and ideas down their throats. Leave some space for your demographic to think.
This doesn’t mean you shouldn’t have a point of view. Instead, clearly define your stance about the problem stated in your content. That’s because most companies have a hard time articulating their standpoints.
If you start creating branded content, you have to act like the jack of all trades. It’s a necessity in this area of marketing. You may have to polish your directing, producing, editing and creating skills altogether.
On the contrary, it doesn’t mean you have to have a large budget. Instead, you should have a storyline that aligns well with your brand. That’s because even after spending every dime you own, it doesn’t guarantee success.
Is it Worth the Effort?
The answer is simple. Yes, branded content is worth the time and effort. Getting the audience’s attention doesn’t have to cost a fortune. You just need to tell a story that sparks an emotional connection. This can improve your brand’s visibility and credibility among the target demographic.
Feature Image: Antevenio