Sca Silverado Black Widow Recommended – Before we talk about what branded content is and how it can benefit a company or brand, we will define it. The branded content strategy is a very important part of the marketing strategy which consists in the creation of contents within different communication channels with the aim of creating a connection with the users / target audience.
When we talk about content we refer to quality content, which creates experiences, which are unique, which in short add value. Keep in mind that audiences are saturated with advertisements on a daily basis. When you turn on your cell phone, when you walk on the street, when you read the newspaper, etc. At the end of the day, you will only remember those who managed to grab your attention for a specific reason.
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It is necessary to make the public participate in the brand, that it feels and is part of it, so that it does not forget the essence of its messages. At this point, it should be noted that brand content is part of the content marketing strategy, it doesn’t work as something separate, sometimes both can be confusing.
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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 the competition, what the competition is doing, what are the gaps in the market that we can provide or how to encourage our strengths.
After a thorough reflection on our brand, we will need to know who our target is or define the target audience. Inevitably the message will change depending on who we deliver it, so the audience will need to be studied very well. What are your tastes, your concerns or what you feel identified with.
This type of strategy also seeks to attract users as fans and then convert them into customers, thus modifying 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 could also be to make a certain product or service known. 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 is used to promote or place new products on the market. Sometimes brand association techniques are used that are very far from those of traditional advertising.
When we have defined these parameters, we need to consider which type of content is the most appropriate and which one can be most successful. What will be the message we are going to transmit to do inbound marketing, in what format we will present it and which channels will be published. At this point we have a wide range to choose from: perhaps we are interested in proposing branded content for social networks, where we make a plan within the 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 take advantage of the format of Instagram stories to identify our target and thus convey the message. It must be loaded with value, emotion, experience and usefulness, following the lines of the narrative.
Sure, the message can be contained in a text, image, infographic, video, or pretty much anything you can think of as long as it’s clear what you want to convey.
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It should be noted that these types of strategies are not comparable to SEM campaigns with paid search engine advertising, they do not provide immediate ROI. The results of this type of campaign are obtained in the medium and long term and are not as quantifiable.
Even so, we can let ourselves be guided by the percentages and make an estimate if that product or that brand has sold more or is better known since the diffusion of this content was started.
Having a solid content strategy or social media strategy that includes this type of action gives great benefits to our brand, which are also related to the type of goals we can set:
In short, we see that including brand content in our digital marketing planning has many benefits. Although we will always need the most important thing to create this type of content, the imagination.
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Branded content campaigns require good planning. Creativity triumphs to try to generate notoriety and affinity with the brand. The secret is to be original and stand out.
The competition, the audience, the audience and the type of content and channels are the elements that intervene in the equation to achieve success. We must also consider the novelty, the surprise factor and even the temporality of the products or services. We must take advantage of every aspect that can be favorable.
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