As more people than ever before skip ads, block banners, and ignore traditional advertising, companies are forced to rethink how they carve out a space in consumers minds. One increasingly popular strategy is the rise of branded content.
Branded content is about building connections with your audience, with 61% of customers saying that they’re more likely to buy from a brand that creates custom content. It’s a technique designed to help companies appeal to the hearts and minds of their target audience in a way unachievable by traditional advertising.
What is Branded Content
Branded content is about demonstrating value, and connecting your brand to relevant information. Here, the focus is on the interest of the customer – rather than bombarding them with messages of offerings and USPs. This strategy allows companies to connect with their audience on a deeper level, and some research has proven that brand recall is 59% better than using display advertising.
Might be of interest – How to Create a Brand Message
What Are The Benefits of Branded Content
Branded content boosts brand reputation in a non-invasive way. Because the design of these videos and articles aren’t explicitly to sell products, customers are engaging with your brand in an organic way. Eventually, branded content will build trust and lead to long-term loyalty. Some of the biggest benefits of a brand content strategy include:
1. Greater audience reach
Branded content creates an exciting story for customers to enjoy and gives it to them on their preferred channel. The quality of content makes it more shareable and will increase brand advocacy.
2. Increase authenticity and trust
One of the first rules of storytelling is ‘show don’t tell’. With branded content you are demonstrating the value of your brand, inviting the audience to learn and engage – rather than simply telling them to buy your product or service. If you can engage your customers emotionally you will become more memorable to them.
3. Quality conversions
If done well, your content will show that you have valuable knowledge. You can then become a ‘go-to’ for consumers who are seeking direction and clarity. Once you have established this position, people are more likely to convert in sales or reach out to work with you.
In my next Journal post for Fellow, I’ll suggest some of the best ways you can present your content. If you’d like to learn more about how Fellow Studio can help you with this and any other aspect of your Brand World view our service page on branding here.
Image credit: Dove, Real Beauty Sketches Campaign. View the full video here
