How to Create Engaging Branded Content
In today’s rapidly evolving media landscape, where a significant portion of consumers routinely skip online video ads and branded content has proven to have higher brand recall than traditional advertising, it’s no surprise that a majority of business-to-consumer brands now embrace content marketing.
As the effectiveness and popularity of this approach continue to rise, let’s explore what branded content entails and how you can craft engaging, effective, and entertaining digital assets for your business.
What Is Branded Content Marketing?
Branded content marketing focuses on raising brand awareness through content that aligns with the brand’s values, like videos, podcasts, articles, and live events. Unlike traditional ads, branded content seeks to capture the audience’s attention and connect on an emotional level.
Stay True to Your Brand Voice
Maintaining your established brand voice in branded content is crucial. Your content should reflect your brand’s personality and core values, ensuring it is distinctively recognised as your own.
Emphasise Your Brand Values
Focus on the values and ethos you want associated with your brand, rather than merely promoting products or services. This approach helps audiences feel a personal connection with your brand, sparking dialogue rather than pushing for immediate sales.
Tell a Compelling Story
Stories that evoke emotions like humor, nostalgia, or even surprise can deeply connect consumers to your brand. Narrate how your brand solves a problem, transforming abstract benefits into real-life outcomes that resonate with your audience.
Collaborate Creatively
Branded content is an excellent opportunity to collaborate with other creatives. Successful partnerships, like Lego’s movie ventures or Acura’s collaboration with Jerry Seinfeld, demonstrate how joint creativity can significantly extend brand reach.
Understand Your Audience
Deep knowledge of your target audience can enhance your branded content by tailoring it to reflect shared values and interests. This can be effectively executed through formats like podcast series that address relevant topics.
Aim for Virality
When devising content, think about its shareability. Viral content should engage your target audience and include elements that encourage sharing. Adhere to the ‘3 S Rule’: Short, Social, and SEO-friendly.
Leverage User-Generated Content
User-generated content can significantly amplify your brand’s credibility. Encouraging customers to share their experiences can transform them into brand advocates, as seen in successful campaigns like Dove’s #showus.
Plan Cross-Channel Campaigns
Ensure your content is adaptable across different platforms and think ahead about creating a reservoir of ideas that can be dynamically shared. This strategy keeps your audience engaged and coming back for more.
Ready to Launch Branded Content Campaigns?
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