Branded Content Fundamentals:
Content is all around us. Whether we’re reading an interesting blog or watching a funny video, we consume content all the time and everywhere we go.
Because of this, it should come as no surprise that 70% of marketers are actively investing in branded content marketing. With a rapidly growing number of companies recognising the value of content marketing, it’s time to make sure you’re not missing out on any of the benefits.
Still, it begs the bigger question: “what is Branded Content Marketing and what can it actually do for me?”
What Is Branded Content Marketing?
Branded content marketing is the process of using content to connect with and sell to a defined target audience. Content itself can come in many different forms, including video, articles, and still images. With that in mind, the content you give your audience needs to always offer value and be delivered in a strategic manner.
One example of branded content marketing we can look at is General Electric. The B2B company boasts a blog that is updated with new posts almost weekly. The content on GE’s blog is generally a blend of educational pieces, case studies, thought leadership, and company news. GE also has a YouTube channel that offers video content with everything from service calls, to product demos, to transgender advice for a more inclusive workplace to personal employee stories.
The substance GE covers through its content shows that the company is speaking to an audience of business owners. The content GE creates reflects what business owners care about and is delivered regularly, so those audience members become invested in the content and, as a result, the company as a whole. People start to pay closer attention to what the company is saying and looks to them as industry experts on the topic. That’s the power of branded content marketing.
Types of Branded Content Marketing
There are several different types of branded content that you can use for your strategy. Blogs, case studies, podcasts, videos, and eBooks can all be considered to be branded content.
Another innovative form of branded content you can utilise is interactive content. Creating content like interactive infographics and quizzes can help drive engagement among your audience and ultimately lead to a sale. In fact, according to a Demand Gen report, 85% of B2B marketers already use interactive infographics, while 66% use quizzes. This shows the value interactive content can have as a potential conversion tool.
The Benefits of Branded Content Marketing
There are many different potential benefits to content marketing. If your company consistently produces good content, that content can, in turn, do the following:
Increase organic search visibility
Build industry authority
Provide value to customers
Open lines of communication with your audience
How Is Branded Content Marketing Done?
Branded content marketing is used to help reach an overarching business goal. Once you know what that business goal is going to be, you need to create a content-driven strategy that helps you achieve the goal.
If the goal is focused on is increasing lead generation, for example, the content you produce needs to reflect that goal. Your content should include strong Call To Actions that entice someone to want to fill out a form, and then deliver on their expectations.
Another business goal your company might have is to increase its industry authority. The best way to become a recognised industry expert is through content marketing. Providing high-quality content on a consistent basis will help your audience and those outside of it recognise the value your company is bringing to industry conversations.
An Ode To New York
During the COVID-19 pandemic, the City of New York produced an incredible Branded Content infographic, using a series of illustrations to help make the city COVID-19 free.