2017 Chevy Silverado Black Widow Greatest – Before talking about what branded content is and how it can benefit a business or brand, let’s define it. The strategy of branded content is a very important part of the marketing strategy that consists of creating content within different communication channels with the aim of creating a bond with the users/target audience.
When we talk about content, we mean quality content, which forms experiences, which are unique, in short, which add value. Let’s keep in mind that the public is oversaturated with advertising messages on a daily basis. When you turn on your mobile phone, when you walk down the street, when you read the newspaper, etc. At the end of the day you will only remember those who managed to capture their attention for some specific reason.
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It is necessary to make the audience participate in the brand, to feel and be a part of it, so that they do not forget the essence of their messages. At this point, it should be emphasized that branded content is part of the content marketing strategy, it does not work as something separate, sometimes both things can be confused.
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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 supply or how to encourage our strengths.
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 deliver it to, so it will be necessary to study the audience very well. What are the tastes, concerns or what you feel identified with.
This type of strategy also seeks to first capture users as fans and then convert them into customers, thus changing the traditional cycle of purchase or capture.
We cannot forget to define the objectives of the campaign. The most common 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.
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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, are some examples of branded content. See what they do and try to reproduce it by adapting it to your resources. They are experts in product placement, which serves to promote or place new products on the market. Sometimes using techniques to associate with the brand that are far from those of traditional advertising.
When we have these parameters defined, it is necessary to consider what type of contents are the most appropriate and which can be more successful. What will be the message that we will transmit to do inbound marketing, in what format will we propose it and which channels will it be published. At this point we have a wide range to choose from: maybe we are interested in creating brand content for social networks, where we make a plan within the content strategy specific to 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 media, 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 to them. It must be loaded with value, emotion, experience and utility, following the lines of storytelling.
Of course, the message can be contained in a text, an image, an infographic, a video, or practically anything you can think of, as long as what you want to convey is clear.
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It should be noted that this type of strategy cannot be compared to SEM campaigns with paid advertising in search engines, 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 quantifiable.
Even so, we can be guided by the percentages and make an estimate of whether this product or this brand has sold more or is better known since the dissemination of these contents has started.
Having a content strategy or a solid social media strategy including this type of actions gives great benefits to our brand, which also link to the type of objectives we can set:
Ultimately, we see that including branded content within our digital marketing planning has many benefits. Although we will always need the most important thing to create this type of content, imagination.
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Branded content campaigns involve a good deal of planning. Creativity triumphs to try to generate awareness and affinity with the brand. The secret is to be original and stand out.
The competition, the audience, the public and the type of contents and channels are the elements that intervene in the equation to achieve success. The novelty, the surprise factor and even the timeliness of the products or services must also be considered. We must take advantage of any aspect that can be favorable.
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