2020 Chevrolet Silverado 1500 Black Widow Ultimate – Before talking about what branded content is and how it can benefit a business or brand, we will explain it. Branded content strategy is a very important part of the marketing strategy that involves creating content between different communication channels with the aim of creating a link with users/targets.
When we talk about content, we refer to quality content, that creates experiences, that is unique, in short, that adds value. Let’s remember that everyone is inundated with advertising messages on a daily basis. When you turn on your cell phone, when you walk down the street, when you read a newspaper, etc. At the end of the day, you will remember those who have managed to get your attention for a specific reason.
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It is necessary to make everyone participate in the brand, that they feel and are part of it, so that they do not forget the importance of their messages. At this point, it should be noted that branded content is part of the content marketing process, it does not work as a separate entity, sometimes the two things can be confused.
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The first step is to thoroughly research our company or brand and its position in the market, website, social networks and other digital channels. What are their weaknesses, what do we consider the competition, what is the competition doing, what are the gaps in the market that we can provide or how can we encourage our strengths.
After a thorough reflection on our brand, we will have to know who our target is or define the target audience. There is no doubt that the message will change, it depends on who will be sent to, so we must study the audience well. What are your preferences, concerns or what you feel familiar with.
This type of strategy also seeks first to attract users as fans and then convert them into customers, thus changing the buying habit or the property cycle.
We cannot forget to define the objectives of the campaign. The usual thing is to try to create a famous, unique brand, but you can also make a product or service known. This is 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. The brand of energy drinks like Red Bull, the new Coca-Cola campaign, beer brands like Estrella Damm, are some examples of branded content. See what they did and try to replicate it by adapting to your resources. They are experts in product placement, which is used to promote or launch new products. Sometimes the use of strategies to associate with the brand is very far from those of traditional advertising.
When we have these comments, we must think about what kind of content is most relevant and which can be more successful. What will be the message that we will publish to do inbound marketing, in what format will we present and what channels will we publish. At this point we have a lot to choose from: whether we are interested in exclusive content planning for social networks, where we plan within a specific content strategy for each product or service. Of course, the format when you create 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 take advantage of the Instagram stories format to find our target and thus spread the message. It must be loaded with value, emotion, experience and utility, following historical lines.
In fact, the message can be in a letter, a picture, more information, a video, or anything that comes to mind, as long as it is clear what you want to convey.
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It is necessary to bear in mind that these types of strategies cannot be compared with SEM campaigns with paid search engine advertising, they do not expect immediate ROI. The results of this type of campaign are obtained in the medium and long term and are not important.
Even so, we can be guided by the shares and evaluate whether that product or that brand has sold more or is better known since we launched the dissemination of these contents.
Having a strong content strategy or social media strategy with this kind of action gives great benefits to our brand, which is also linked to the kind of goals we can set:
In short, we find that including branded content within our digital marketing plan has many benefits. Although we will always need the most important thing to create this kind of content, imagination.
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Branded content campaigns get good reviews. Creating a win to try to generate popularity and relevance 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. Novelty, surprise factor and even ephemerality of products or services must also be considered. We have to take advantage of any aspect that may be favorable.
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