Table of Contents
Introduction
Branded content is an important marketing strategy businesses of all sizes need to be aware of. As the market becomes saturated, companies must find new ways to stand out from the crowd. Companies like Nike, Coca-Cola, and Netflix have made a name for themselves by creating unique branded content with their customers in mind. This guide will go over what branded content is as well as some common examples of it.
What is Branded Content?
Branded content is a renowned marketing tactic that includes creating content that outlines brand identity – character, values, mission, vision, etc.
So, branded content develops close emotional ties with the audience and connects them personally. It uses renowned techniques such as storytelling, influencer marketing, etc.
Therefore, companies try to build the brand image and construct a long-term relationship with customers.
In today’s competitive environment, everyone tries to stand out. Today brands should have the characteristics of dear friends, someone people trust.
The great brands strike a personal chord with you! They educate you and make you feel better, different, and more confident. Building a brand with long-standing values is far from easy, but not impossible.
So, instead of generating sales, branded content strives to spark conversations between customers about the company and raise brand awareness.
What Are Differences Between Branded Content and Content Marketing?
Branded content is a form of marketing that involves online material creation (such as videos, blogs, and social media posts) that puts a human face on the company and represents it emotionally.
Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Some differences between branded content and content marketing include:
- Branded content s produced by or on behalf of a Brand.
- Anyone can produce content marketing – including individuals, businesses, media organizations, etc.
- Branded content promotes a Brand.
- The goal of content marketing is not necessarily to promote a brand but to build relationships with customers/prospects by providing them with valuable information.
- Branded content is often sponsored. Not all branded content is sponsored but much of it is because it’s produced by or on behalf of a brand.
- Content marketing, on the other hand, is not typically sponsored.
What Are the Benefits of Branded Content?
Engages the Audience
There are many benefits to creating branded content, but one of the most important is that it can help you engage your audience. When done well, branded content can tell a story that resonates with your audience and helps them connect with your brand on a deeper level.
Builds Trust
Branded content can also build trust with your audience. When you produce high-quality content that provides value, you are more likely to earn your reader’s trust. It is important because trust is essential for any relationship, including the one between a brand and its customers.
Improves Loyalty
When customers feel connected to a brand, they remain loyal and continue doing business with that company. Branded content can help create this feeling by humanizing the brand and making it more relatable.
Boosts SEO
Finally, branded content can help you boost your SEO efforts. It is because Google and other search engines favor quality content when determining which results to show for specific queries.
By creating relevant and engaging branded content you improve your chances of ranking higher in search engine results pages, which can ultimately lead to more website visitors and conversions.
Tells Brand Stories and Positions Brand Values
An effective branded content strategy will tell brand stories to position brand values authentically and resonate with your target audience.
When executed well, overall branded content efforts can:
– Increase brand awareness
– Drive website traffic
– Generate leads and sales
– Boost SEO efforts
– Enhance customer loyalty
A strong branded content strategy is oriented to rust and transparency. Your audience should know that the consumed content comes from a credible source. Also, it should align with interests and values.
Refers to Non-Intrusive Approach
Branded content offers a non-intrusive way for businesses to reach their target audiences.
Do you remember the 90s and the early 00’s when the marketing approach focused on intrusive ways? There were so many commercial breaks in between the tv shows, and companies referred to one-way communication. The result was that people got angry and irritated with companies who interfered with their tv shows or movies.
But, today’s scenario has completely changed. Customers choose to consume content of their free will.
Goes Viral
Do you want to produce content that will have a chance of going viral? Then branded content is a go-to option. Branded content is any type that features your brand in some way.
It could be anything from a blog post written by your company to a video produced by your team. There are a few reasons why branded content is more likely to go viral than other types of content.
First, people are more likely to open and share something if they know who it’s from. For example, when you see a piece of branded content from Nike, you already have some context and open the piece.
Second, branded content is more likely to be high quality. Since it represents your brand, you have tried your best to ensure it’s as good as possible. Branded content is often better researched and produced than other types of content.
Finally, branded content often has an emotional element to it. Whether it’s making you laugh or cry, emotions are one of the biggest drivers of virality. And since branded content is designed to promote your brand, it’s often created to evoke an emotional response.
So if you’re looking to produce content that has a chance of going viral, branded content is a great option. It’s more likely to be shared and liked and often has an emotional element that can help it spread.
What Are the Different Types of Branded Content?
Branded Content Blogs
Branded content blogs can be an extremely effective marketing tool because they allow brands to bond with their customers. When customers read these blog posts, they get to know the brand better and see it as more than just a company – they see it as a friend they can trust. It is why branded content blogs are so important for building customer relationships.
Are you thinking about starting a branded content blog for your business? If yes, keep a few things in mind. First, your blog posts are high-quality and informative – no one wants to read fluff! We can help you guarantee the high quality and relevancy of your blogs. Contact the greatcontent marketplace here.
Second, promote your blogs through social media and other channels so that people see them.
And finally, don’t forget to keep track of your results and see how effective your branded content strategy is.
Infographics
An infographic is a visual representation of information or data. It is a way to take complex information and present it in a format that is easy to understand and digest. Infographics are great for communicating data or statistics in a more visually appealing way.
There are three main types of infographics:
– Informational: These infographics educate the viewer on a particular topic. They typically contain a lot of text and data visualizations.
– How-To: These infographics provide step-by-step instructions on how to do something. They often contain images or illustrations to help explain the steps involved.
– Listicle: These infographics are simply lists of information presented in an eye-catching way. They often use images, icons, and color coding to make the information easy to scan and digest.
Quizzes
There are many different types of branded content, but quizzes are a great way to engage your audience and get them involved with your brand. Quizzes educate your audience about your products or services or entertain them. Either way, quizzes are a great way to get people talking about your brand.
With careful planning, you can create a quiz that is both informative and entertaining, making it more likely that people will remember your brand when they need something you offer.
You can publish branded quizzes on your website or on social media platforms like Facebook, Twitter, and email. No matter how you choose to distribute the quiz, make sure you promote it so people will see it and have a chance to take it.
Case Studies
Case studies show how your product or service has helped a real customer solve a problem. They provide valuable insights that potential customers can relate to and help build trust in your brand.
Some things to keep in mind when creating a case study:
– Make sure it’s relevant to your target audience.
– Keep it focused on one specific problem and how your product or service solved it.
– Use data and quotes from real customers to add credibility.
– Keep it brief and to the point.
If you are unsure where to start, there are plenty of templates and examples online that you can use for inspiration. And if you need help creating or promoting your case study, experienced content marketing experts like us.
White Papers
White papers are designed to educate readers on a specific issue or topic. White papers are usually longer than other types of content, such as blog posts or articles, and they often include data and research to support the claims made in the paper.
White papers can be an effective marketing tool because they show that your company is an expert on a particular subject. They can also help generate leads, as readers may need to provide their contact information to download the paper.
Visual Branded Content on Social Media – Instagram, Tik-Tok, Facebook
There are many types of branded content, but visual branded content is one of the most popular and effective forms, especially on social media platforms like Instagram, TikTok, and Facebook.
Some common examples of visual branded content include:
– Images (photos, infographics, etc.)
– Videos (product demos, explainers, customer testimonials, etc.)
– Live videos (Q&As, webinars, conferences, etc.)
Visual branded content is often more engaging and memorable than other types of content like text-based articles or blog posts. And because social media is such a visual medium, it’s the perfect place to share this type of content.
When done well, visual branded content can help build brand awareness, drive traffic to your website or online store, generate leads and sales, and even create loyalty and advocacy among your customers.
How Do You Create Branded Content?
Hit Emotions
When you create branded content, it is crucial to focus on the emotions you want to evoke in your audience. After all, your goal is to create a connection between your brand and your consumers.
The most common emotions brands try to evoke are happiness, excitement, and nostalgia. But other, more nuanced emotions can be just as effective.
For example, you could try to evoke a sense of wonder or inspiration. Or you could focus on creating a sense of belonging or community.
The key is to understand what kind of emotional response you want to get from your audience. Once you know that, you can start crafting content that will hit those emotional buttons and create a strong connection between your brand and your consumers.
Show and Don’t Brag
The best way to create branded content is to focus on showing, not bragging. You want to focus on creating content that shows your audience what you’re all about, rather than just telling them.
– Focus on quality over quantity: It’s better to have a few pieces of great content than a ton of mediocre content.
– Create helpful and informative content: Write articles, create videos, or develop infographics that teach your audience something new.
– Showcasing your products and services in action: Use case studies, testimonials, and customer stories to show your products and services in action.
– Highlighting your unique selling proposition: What makes you different from the competition? Why should someone do business with you? Make sure this comes through in your branded content.
Include Characters for Brand Personalization
When creating branded content, one way to add a personal touch is to include characters representing your brand. This method makes your brand more relatable and approachable, helping customers connect with you on a personal level.
Including characters in your pieces help you stand out from the competition and build loyalty among your customer base. If done correctly, your customers will begin to see your characters as friends and come to trust and respect them.
When developing characters for your brand, ensure that they are consistent with the company’s overall tone and message. Also, the person you choose to represent your product should be relatable to your audience.
Tell Brand Story and Outstand from Competitors
-First, you want to ensure that your content tells a unique story to your brand. It will help you stand out from your competitors.
Second, you want to create valuable and informative content. It will help keep people engaged with your brand.
Make your Content shareable – this will help increase the content reach.
Pick the Right Channels for Distribution
Think about where your target audience is spending their time online. If your customers are on social media, which platforms do they use most? If they read blogs or articles, which ones do they visit most often? Once you identify the channels most likely to reach your target audience, you can start thinking about how to use them for branded content.
Some brands choose to create their channels – for example, starting a blog or YouTube channel – while others prefer to partner with existing mediums that already have an established audience. There’s no right or wrong answer here – it all depends on what makes sense for your brand and what will help you achieve your goals.
Branded Content – Instagram IG
Branded content on Instagram is a great way to increase your visibility and reach potential customers. There are a few things to keep in mind when creating branded content for Instagram:
– Make sure your content is high-quality and visually appealing.
– Keep your branding consistent with your other marketing efforts.
– Use hashtags and other relevant keywords to help people find your content.
– Use Instagram Stories and other features to promote your brand.
Creating branded content for Instagram is about creating high-quality, visually appealing content consistent with your brand identity. Hashtags and keywords are essential for helping people find your content, so be sure to use them liberally. Take advantage of all the features Instagram offers, such as Stories, Live, and IGTV, to promote your brand in new and exciting ways.
Branded Content – Facebook
Why use branded content on Facebook?
Facebook’s algorithm favors posts feature branded content because they are considered more valuable to users. It also allows you to reach a wider audience, as it can be shared by anyone who sees it.
When should you use branded content on Facebook? When you want to increase your reach and engagement. Branded content is most effective when it is relevant and useful to your audience.
How do you use branded content on Facebook?
To use it on Facebook, create a post that features a third-party product, service, or brand. Include a call to action in the post, such as – visit the link, like, share, etc.
Branded Content – Tik-Tok
TikTok is a social media platform known for its user-generated short videos. businesses can create branded content on TikTok by partnering with influencers who create videos featuring the brand’s products or services.
Branded content on TikTok can be an effective way to reach a young and engaged audience. However, assure that content is creative and original – so that it stands out from the sea of other videos on the platform.
How Do You Measure the Success of Branded Content?
There are several ways to measure the success of branded content. The most important metric is whether or not the content is achieving the goals that were set for it. Other important metrics include:
– Engagement: How much time are people spending with the content? Do they share it?
– Reach: The number of people who interact with your content.
– Lead Generation: Are people taking the desired action, such as subscribing to a newsletter or downloading a white paper?
– Sales: Did the branded content result in increased sales?
– Brand Awareness: Is there an increase in brand awareness or brand recall?
To track these metrics, use Google Analytics or other similar tools. You can also survey your audience to get feedback on the branded content.
What Are Some Best Practices for Branded Content?
Some best practices for branded content include being authentic, transparent, and consistent.
When creating branded content, be authentic – true to your brand and not trying to be something you are not.
Don’t be overly promotional – let the quality of the content speak for itself.
It is also necessary to be consistent with your branded content -you should create a consistent look and feel across your channels.
Use the same branding elements – logo, colors, fonts, etc. – your audience can easily recognize your content.
Understand your audience before creating any branded content. – determine needs, wants, and content type they want to consume. Answer all the questions to create better quality content that resonates with them.
What Are Branded Content Tools
– Content creation tools – Canva or Adobe Creative Suite.
– Content distribution tools – Buffer, Mailchimp, Hootsuite
– Content measurement tools: Google Analytics or BuzzSumo.
Each tool has its features and benefits. So, choose the right ones for your needs.
What Are Some Examples of Branded Content Campaigns?
Dove – Real Beuty Sketches
According to Dove, only 4 percent of women describe and perceive themselves as beautiful. So, the company decided to tackle this issue among women and create a viral video that showed the difference between perception and reality.
Airbnb X Fatherly
Fatherly is a renowned parenting blog where Airbnb has published a sponsored article – “How to make a memorable family vacation on a budget with Airbnb”. This article aimed to make parents fully appreciate their vacation and free time with kids.
Airbnb has never promoted their product and avoided any kind of elements that would have the sales copy vibes. They just described the pure feeling of happiness on a family vacation.
Coca-Cola
Coca-Cola started one of the most successful campaigns – Share a Coke where they released the drinks with the names and phrases emblazoned on bottles.
Coca-Cola did not hesitate to change the traditional bottle wrapping and established more personal relationships with their customers.
Red Bull
The red bull example is a perfect illustration of how you should match your content activities with brand personalities. We all know that Redbull refers to risk-takers who are passionate about extreme sports.
So, Red bull decided to go over the limits, and in 2012 Austria’s Felix Baumgartner organized the jump from the edge of space.
Nike X Messenger Bot
The last selection represents an original team-up between two brand giants Nike and Facebook.
This huge collaboration offered customers content from the Air Jordan blog, shop, and news via Messenger bot.
It has gone down well among users as they had the opportunity to engage with the legendary Jordan lines. Also, customers had the opportunity to set their notification receiving time and make the bot respond to specific keywords.
Conclusion
While branded content can take many different forms, the key is to create content that is interesting and useful to your target audience. By doing so, you can build trust and credibility with potential customers and ultimately drive more traffic back to your website. If you’re looking for help creating great branded content, be sure to check out our services at greatcontent. We’re a leading provider of high-quality, custom-written content for businesses of all sizes.
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