2018 Chevy Black Widow Price Ideal – Before we talk about what branded content is and how it can benefit a company or a brand, we want to define it. The branded content strategy is a very important part of the marketing strategy, which consists of creating content within various communication channels with the aim of creating a link to the users/target group.
When we talk about content, we refer to quality content that creates experiences that are unique, in short, that add value. Let’s remember that the public is oversaturated with advertising messages on a daily basis. When you turn on your cell 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 have managed to catch your attention for a specific reason.
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It is necessary to make the public participate in the brand, that they feel and are a part of it, so that they do not forget the essence of their messages. At this point it should be noted 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 are the competition doing, what are the gaps in the market that we can supply or how can we promote our strengths.
After a thorough reflection on our brand, we will need to know who our target is or define the target group. The message will inevitably change depending on who we have to convey it to, so the audience has to be studied very well. What are your likes, concerns or what you feel identified with.
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.
We must not forget to define the objectives of the campaign. The usual thing is to try to create fame, brand recognition, but it can also be to make a specific product or service known. This in addition to trying to create 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 is used to promote or bring new products to market. Sometimes using techniques to associate with the brand, which are very far from traditional advertising.
Once we have these parameters defined, we need to consider what type of content is most appropriate and which may be more successful. What will be the message that we will send to do inbound marketing, in what format will we present it and which channels will it be published. At this point, we have a wide range to choose from: maybe 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 of generating content will be very different depending on the channel.
If we follow the case of social networks, our target audience might be millennials. So we can take advantage of the Instagram stories format to localize our target and thus convey the message. It must be filled with value, emotion, experience and utility, along 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 it is clear what you want to convey.
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It is necessary to keep in mind that these types of strategies cannot be compared to SEM campaigns with paid search engine advertising, they do not expect an immediate ROI. The results of this type of campaign are achieved in the medium and long term and are not so quantifiable.
Nevertheless, we can be guided by the percentages and make an estimate of whether the product or brand in question has sold more or is better known since the dissemination of this content was initiated.
Having a solid content or social media strategy, including this type of action, brings great benefits to our brand, which are also linked to the type of goals we can set:
In short, we see that including branded content in 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 require a lot of planning. Creativity triumphs to try to create fame and affinity with the brand. The secret is to be original and stand out.
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, surprise factor and even the temporality of the products or services must also be considered. We have to take advantage of every aspect that can be favorable.
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