Branded content is the sort of content that is designed to build brand awareness and provide the target audience with valuable information by entertaining or teaching them something without involving traditional advertising.
For example branded content can be podcasts, games, VR experiences, web series or articles with brand or product messaging. Branded content is often confused with advertising and influencer marketing. The main difference is that branded content is focused on creating brand awareness while advertising and influencer marketing is often based on sales, for example pushing a product or a service.
Steal the spotlight with branded content
By producing branded content we can increase engagement with the target audience and stay on top-of-mind with the brand or a product. Because the content is more consumer-focused, it creates trust between the brand and the consumer. That way your brand can connect on a deeper and more meaningful level with your target audience. Besides that brandend content is something people really want to see; it’s likable and shareable. And we all know; emotions rule our decision-making.
- Branded content can drive higher brand recognition than traditional advertising, but only if the content succeeds in transcending the "advertising feeling" of the viewers.
- The target audience views the integrated brands more favorably if they actually enjoy the content.
- The viewers are more likely to seek out extra content from the brand after seeing branded content than an ad.
If you are planning to manage your (online) brand reputation and brand image, then branded content is the perfect way to do it.
Touch them with your story
Producing convincing, emotionally moving or relevant branded content without overloading it with your brand is not an easy thing to do. It takes a lot of effort and time. First you need to come up with an interesting idea that appeals to your target audience and figure out what story you want to tell with your branded content. It’s also very important to consider if that message fits your value proposition and your brand. Then, think of a well-planned distribution of the content where the right ingredients and the right timing are crucial. But don’t break your head over it, we are here to help.