2018 Chevy Silverado Black Widow Price Excellent – Before we start talking about what branded content is and how it can benefit a business or brand, let’s define it. A branded content strategy is a very important part of a marketing strategy that consists of creating content within various communication channels with the aim of creating a connection with users/target audience.
When we talk about content, we mean quality content, which creates experiences, which is unique, in short, which adds value. Let’s keep in mind that the public is oversaturated with advertising messages every day. When you turn on your mobile phone, when you walk down the street, when you read a newspaper, etc. At the end of the day, you will only remember those who managed to catch your attention for a specific reason.
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It is necessary to make the public 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 noted that brand content is part of a content marketing strategy, it does not work as something separate, sometimes both things can be mixed up.
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The first step is to thoroughly study our company or brand and its market situation, website, its social networks and other digital channels. What are their weaknesses, who do we see as competition, what is the competition doing, what are the gaps in the market that we can offer or how can we leverage our strengths.
After thoroughly thinking about our brand, we will need to know who our target is or define the target audience. The message will inevitably change depending on who we deliver it to, so the audience will need to be carefully studied. What you love, care about, or 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 cannot forget to define the objectives of the campaign. The usual thing is to try to create notoriety, brand recognition, but it can also be to make a particular product or service famous. This is in addition to trying to create more engagement or reaction with the brand.
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You want references, you have them in the media every day. Energy drink brand like Red Bull, new Coca-Cola campaign, beer brands like Estrella Damm are some examples of branded content. Watch 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 market new products. Sometimes brand association techniques are used that are very far from those of traditional advertising.
Once we have these parameters defined, we need to consider what type of content is most appropriate and can be more successful. What will be the message that we will convey to do inbound marketing, in what format will we present it and on which channels will it be published. At this point, we have a wide range of choices: we may be interested in proposing brand content for social networks, where we plan within a specific content strategy for 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 networks, perhaps our target audience is millennials. So we can use the Instagram stories format to locate our target and thus convey the message. It must be filled with value, emotion, experience and utility, following the lines of storytelling.
Of course, the message can be contained in 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 is important to remember 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 obtained in the medium and long term and are not so quantitative.
Even so, we can rely on percentages and evaluate whether that product or that brand has sold more or is more well-known since the dissemination of these contents was launched.
Having a solid content strategy or social media strategy, including this kind of action, gives great advantages to our brand, which are also related to the kind of goals we can set:
In short, we see that incorporating brand content into our digital marketing planning has many benefits. Although to create this kind of content we will always need the most important thing, imagination.
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Branded content campaigns require a lot of planning. Creativity triumphs in an attempt to create brand notoriety and affinity. The secret is to be original and stand out.
Competition, audience, public and type of content and channel are elements that intervene in the equation to achieve success. The novelty, surprise factor, and even the time period of the product or service must also be considered. We have to take advantage of every aspect that can be favorable.
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