Branded content: How to not to suck at creating awesome stories that interest more customers
In the world of advertising, branded content is so hot right now. Every business wants a piece of the branded video content pie, and for good reason - it works. But what exactly is branded content? This post sets out to answer that very question. Oh, and we'll also tell you its most striking benefits for your business. Plus, we'll also uncover how not to suck at creating branded content.
But first, a definition
Branded content is a form of marketing that uses creative and original content to promote a product, service or brand. The key word here is 'creative'. Branded video content must be original and capture the attention of the audience. It must also be relevant to the product, service or brand being promoted.
In the sometimes weird and wonderful world of advertising, market methods come and go. But something that never goes out of fashion is telling a great story that engages, entertains and uplifts your audience. And that's what branded content does best.
These days, modern consumers have no tolerance for anything they see as being too salesy. Branded content is something distinctive. It is something that tells a unique story that cuts through all the noise out there and hits people right in the feels.
Dove’s ‘Real Beauty Sketches’ series from 2013 is one of our favourite examples of really impactful branded content.
Why is branded content so gosh-darned impactful?
There are many advantages of using branded video content for your business. The most striking benefit is that it is outcomes-driven. Choosing to use branded content means taking a sometimes more difficult path than simply paying for advertising space. It means choosing to grow your customers' brand affinity with your business organically. Choosing to use branded video content means taking a risk, but one that can prove ultimately more rewarding than just relying on paid advertising to get more eyeballs on your products or services.
When you choose to rely instead on the quality of the content you release to the world, you are making a statement about your brand. you are telling potential customers that yours is a business that truly cares about its customers' experiences. Plus, you are choosing to put your brand at the forefront of people's minds in a way that is subtle, yet effective.
This short and sharp piece from Slack is an example of how a good story can help convert customers.
Branded video content is not an ad masquerading as something else
A common misconception about branded content is that it's just another name for an advertorial - i.e., an advertisement that is disguised as editorial content. This is not the case. Whilst, yes, branded video content must be unique, thought-provoking and relevant to the brand being promoted, it doesn't necessarily have to be about the product or service itself. It could be something as simple as a branded video that tells a story related to the values of the company.
The bottom line is this: branded content is an effective way to reach your target audience and promote your brand in a way that is non-intrusive and organic. When done well, it can result in some of the most loyal customers you could ever hope for. And isn't that what every business wants?
This is an awesome example of how story can be your most powerful tool in marketing.
Oh, and before we go, here is how not to suck at creating branded content
Don't make it all about you - focus on your audience and what they want to see, not on what you want to say;
Keep it original - there's nothing worse than branded content that is derivative and unoriginal;
Make sure it's relevant - branded content must be relevant to the product, service or brand being promoted;
Be consistent - branded content must be released on a regular basis to be effective;
If you can avoid these common pitfalls, you're well on your way to creating branded video content that doesn't suck.
If you're thinking about using branded content for your business but not sure where to start, get in touch with us at Cubed Media today. We're experts in branded content and would be more than happy to chat with you about how we can help you create amazing branded content that will talk to your customers' hearts and minds.