2017 Chevy Silverado 1500 Black Widow Ideal – Before we talk about what branded content is and how it can benefit a business or brand, let’s define it. Branded content strategy is a very important part of the marketing strategy, which consists of creating content on various communication channels in order to connect with users/target audience.
When it comes to content, we refer to quality content that creates an experience, is unique, and in short, adds value. Let’s remember that the public is saturated with advertising messages on a daily basis. When turning on a mobile phone, walking on the street, reading a newspaper, etc. At the end of the day, you only remember those who managed to catch your attention for a reason.
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It is necessary to engage the public with the brand, to make them feel and be a part of the message so that they do not lose sight of the essence of its message. At this point, it’s important to note that brand content is part of a content marketing strategy, it doesn’t work in isolation, and sometimes the two can be confused.
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The first step is to carefully study our company or brand and its market position, website, social networks and other digital channels. What are their weaknesses, who do we consider to be the competition, what are the competition doing, what are the gaps in the market that we can supply or how can we promote our strengths.
After thinking carefully about the brand, we need to define the target audience. It will definitely vary depending on who we are delivering the message to, so it is important to research the audience very well. Things you like, worries, or what you feel the same way about.
This type of strategy tries to first attract users as fans and then convert them into customers, thus changing the traditional purchase or purchase cycle.
We do not forget to define the goals of the campaign. A common thing is publicity, trying to gain brand recognition, but it can also be to promote a particular product or service. This is in addition to trying to engage more with the brand or create a reaction.
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Want links? You get them in the media every day. Energy drinks brand like Red Bull, new Coca-Cola campaign, beer brands like Estrella Damm are some examples of branded content. Observe what they are doing and try to increase it by adapting it to your resources. They are product placement experts used to promote or position new products in the market. Sometimes they use methods that are far from traditional advertising to connect with the brand.
Once we have these parameters defined, we need to consider what type of content is most suitable and what is most likely to be successful. What will our inbound marketing message be, in what format will it be presented, and on what channels will it be published. At this point, we have a wide range of choices: we may be interested in offering branded content to social networks, where we plan within a specific content strategy for each product or service. Of course, the content generation format will vary greatly depending on the channel.
If we follow the state of social media, our target audience might be millennials. In this way, we can use the format of Instagram stories to define our target and thereby send a message. It should be loaded with value, emotion, experience and utility while maintaining a narrative thread.
Of course, the message can be in text, images, infographics, videos, or practically anything you can think of, as long as you’re clear about what you want to convey.
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It is important to remember that these strategies cannot be compared to SEM campaigns with paid search engine advertising, which 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 quantitative.
However, we can use the percentages as a guide to predict whether that product or brand has sold more or become better known since the distribution of this content began.
Having a content strategy or a social media strategy that includes this type of activity gives our brand great benefits, depending on the type of goals we can set:
In short, we see that there are many benefits to incorporating brand content into your digital marketing planning. Although the most important thing we always need to create this type of content is imagination.
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Branded content campaigns require good planning. Creativity wins to try to create popularity and brand affinity. The secret is to be original and unique.
Competition, audience, public, and content type and channels are all elements involved in the success equation. The novelty, surprise factor, and even timeliness of the product or service must be taken into account. We should use any aspect that may be suitable.
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