Have not you noticed that we are increasingly exposed to ads of all kinds? This has caused that if the brands want to reach the consumer they have to think about other types of strategies.
And this is precisely where the concept of Branded Content comes into play.
Thanks to Branded Content campaigns we will be able to communicate the value proposition of our brand but in a different way, not intrusive and far from traditional advertising.
With this type of marketing we will generate valuable content to try to attract the attention of our potential customer and in this way gain their trust.
So if you did not know this concept, I recommend you read this article because in addition to explaining what Branded Content is and what its benefits are, I’ll show you different campaign examples.
- 1 What is Branded Content
- 2 Differences between Branded Content and Content Marketing
- 3 Why it is important to integrate Branded Content into your strategy
- 4 Advantages and benefits of making Branded Content
- 5 How to make a Branded Content campaign
- 6 Recommendations
What is Branded Content
The Branded Content or brand content consists mainly of generating content that is related to your brand to attract the final consumer to be attracted to your brand and increase confidence with the ultimate goal of increasing conversions.
In the end, we all want to sell on the internet, but in order to sell effectively we must first gain the trust of our potential customers and believe me, it is not achieved overnight.
And this is where the Branded Content campaigns come into play.
Mainly because the brand content is not related to traditional advertising campaigns, or social media advertising, Google Ads, etc.
The aim is to provide the consumer with valuable content, either through:
In short, the key to branded content is to entertain people, arouse emotions and transmit values (usually through storytelling) to increase the notoriety and affinity of people for a brand.
Differences between Branded Content and Content Marketing
First of all, the safest thing is that you are thinking that it is the same as Content Marketing.
It is quite common to confuse both concepts, because they have many points in common, but I will explain the main difference so that you do not have any doubt.
Content marketing is based on creating quality content, that is its main characteristic.
But this type of content can be anything from more general to more specific aspects.
While the Branded Content is based on creating a brand content capable of awakening the emotions of people.
Why it is important to integrate Branded Content into your strategy
Before telling you the main benefits of Branded Content, I am going to give you a series of data that I think will catch your attention.
- Brand content generates less rejection than advertising.
- If people enjoy the content, it improves their perception towards the brand.
- This perception can later positively influence the brand’s ads.
And, according to this Nielsen study, brand content generates a recall of 86% compared to 65% of pre-roll ads.
In the study, Nielsen also compares Branded Content campaigns with Pre-Roll ads based on three variables:
- Purchase intent.
Therefore, consumers are much more receptive to this type of campaigns than to purely commercial ones.
Advantages and benefits of making Branded Content
Now that you should be clear about Branded Content, let’s see the main advantages of integrating it into your marketing strategy.
Undoubtedly, one of the main advantages of Branded Content is the brand positioning we can achieve.
In case you do not know, brand positioning is the place that our brand occupies in the mind of the consumer in relation to the rest of our competitors.
If we can position ourselves in the mind of the consumer as the brand or company that “makes, solves, resolves” a certain thing or problem, we will achieve a competitive advantage.
Why is this so important?
Because when people have a problem that they need to solve they will not look for how to solve it, but they will look directly at us because they will directly associate us with the solution.
Advertising, whether through social networks, Google Ads, etc. It is almost always a transactional content and when we try to sell, we tend not to be receptive and even less we share it.
But Branded Content, being a kind of informative content, that entertains people is more likely to go viral.
And if we get the content to go viral we will get to reach a large number of people completely free without having to invest in advertising.
Now, if in addition to this type of campaigns you invest in Ads, the level of virality can be even higher and you can reach more people.
So I recommend that you allocate a part of the budget to invest in advertising.
Another key on the internet is to create a community around our brand.
Why do you think brands like Apple, Starbucks, etc. Do they have a 100% loyal clientele?
Whenever these types of brands launch a new product to the market they have thousands and thousands of followers talking about their launches and this believe me is pure gold.
Well, thanks to this type of campaign, we will achieve a community that is much more committed to our brand and that translates into levels of engagement that are above average.
As I said, one of the keys to selling on the Internet is based on trust.
If we create contents that awaken people’s emotions, that feel part of the content and that are reflected in those situations we will increase the confidence of our brand.
And believe me, this is not easy to achieve, but I think that all brands should spend part of their time thinking different types of strategies to increase consumer confidence.
In the end, the goal that Branded Content aims to achieve is to increase brand conversions.
It does not matter how they translate into subscribers or sales.
When designing this type of actions we have to go a step further and determine how we are going to take the person to the next phase of the purchase process
This is what will make the difference with a strategy that only achieved visibility and engagement, which has resulted in an increase in conversions.
If we were truly aware that getting a new client is more expensive than having a current one, we would carry out more loyalty strategies.
But for some strange reason, companies tend to have the sole objective of getting more and more customers between brows.
They design and plan all kinds of campaigns to attract traffic to your website and convert them, but they forget the most important thing, what do we do with our current customers?
That is why it is so important that when creating Branded Content strategies we also take our customers into account.
How to make a Branded Content campaign
Before telling you all the steps you have to take to make an effective Branded Content campaign, let me tell you one thing.
The key is that we get to capture the attention of consumers and increase their confidence in us.
If we do not get these two points, the branded content campaign will not have fulfilled its main objective.
That said, let’s see what are the main steps you have to take into account:
Objectives of the campaign
If we do not set the goals we want to achieve, it is very complex to measure whether the branded content strategy has worked or not.
Therefore, the first thing we have to be clear about is what we want to achieve.
Normally the objectives will be related are:
- Better positioning and brand perception.
- Increase visibility
- Increase conversions (subscribers, downloads or sales).
- Increase the level of loyalty.
Yes, make sure that your goals are SMART, because in this way when we define the KPIs, we will really know if we are going to meet the objectives or not.
If you do not know what I mean by SMART, here is a post with different examples of objectives of a company that will surely help you 🙂
Definition of the target audience
What is the use of investing time and money in having the best content if afterwards we are not clear about the audience we want to address?
If one of the objectives of branded content is to create educational content that entertains the consumer and catches their attention, we must first know what are the peculiarities of the people we are going to address, right?
Knowing this is imperative, and it has to be done before carrying out any marketing campaign.
So if you still do not know who your target audience is, I recommend that at least you pick up your pen and paper and answer the following points:
- Age and gender
- Academic level and professional situation.
- Annual income.
- Problems he has.
- Objectives pursued.
- Magazines you read.
- Blogs that you read.
- Who are your references?
- Social networks where he is.
- Shopping behaviour.
We could deepen much more, but I think these are some of the issues that you have to have clear yes or yes.
Choice of contents
There are different types of content that we can use in our strategy.
Depending on the objective you pursue you will have to resort to one format or another, but the most common are the following:
- Educational videos
- Blog articles
- Interactive games.
Although videos are usually the most used type of content for their ease of transmitting emotions through storytelling, there are another large amount of resources that you will be able to use.
It is not enough to define the type of content that we are going to use in our campaign.
We have to plan a publication calendar to know what kind of content to publish and in what format.
Imagine that you are going to do a video marketing campaign on social networks but that the campaign is divided into different videos that will be coming out progressively.
You have to define an order for each of the publications and know who is going to be the person in charge of making the creatives and the diffusion.
How are we going to make our campaign known?
This is not about creating content, publishing it and waiting for visitors to rain down. We must also be clear about the channels that we will use to reach the maximum number of people.
Each strategy must be assigned a promotion plan and in this case it would not be less.
For this, I recommend that you first make a list of the main channels that you can think of to promote the content, such as:
- Social networks
- Advertising on Facebook.
- Instagram advertising.
- Campaigns with bloggers and influencers.
- Press releases.
- Campaigns in written and / or digital press.
There are a lot of options and different types of advertising that you can use to try to viralize the campaign.
What I recommend is that you analyze and evaluate which channels fit more with the objective you pursue and plan the promotion actions that you will take in each of them to determine:
During which dates.
What budget are you going to invest?
Definition of KPIs
As I said before, KPIs are the indicators that will allow us to know if our campaign is working or not.
Depending on the objectives that you have to pay attention to some variables and metrics or others.
But to give you an example, if we have as reference the objectives that we have defined previously, some KPIs could be:
- Objective: Brand Positioning – Variable: Consumer perception.
- Objective: Visibility – Variables – Web traffic and engagement metrics.
- Objective: Conversions – Variables -% of subscribers,% of sales.
- Objective: Loyalty – Variables – Comments, shares,% repetition of purchase.
And if you have any kind of doubt, in this article you have explained in detail the different marketing KPIs with examples.
Finally, I would like to give you a series of recommendations that will surely come great for you.
The Branded Content is not about talking about your brand and falling into the «egoism», it is related to emotionally connecting with people.
Storytelling yes or yes.
Related to the previous point, there is no better way to awaken the emotions of a person than through the stories.
So I recommend you try to integrate storytelling in your campaigns.
The tone should be close so that people notice that they are talking to them.