Advertising is very well-received by audiences. On their journey to enjoy their favorite content, they can easily scroll, skip or block ads. But what stops someone from scrolling—and starting to engage? They want content that is interesting and cuts through the noise. Branded content is a popular way for brands to communicate their messages. Instead of focusing on product placement, consider other types of content, such as sponsored blog posts or short videos, and influencer marketing. As a way to make brands more engaged, this type of content is now common.
How can brands create branded content that is memorable?
The power of branded content is its ability to integrate seamlessly into the consumer experience—while simultaneously acting as another vehicle for brands to create content the audience actually cares about. You can imagine a recipe for a cocktail using the latest hard seltzer brand or a tutorial on how to make your own home improvements. Lots of times it’s a celebrity or athlete candidly showing us how to make the recipe or using their favorite product in the tutorial. And when it comes to this “How-To” genre of branded content, Nieslen found that, on average, 83% of target audiences felt brands paired well with the content—inherently creating trust between the brand/advertiser and consumer.
Choose the perfect fit
The personal touch and organic approach is what makes branded content stand out. Brands can connect with consumers best by connecting to them through the blogs, social platforms, and influencers they find. This fit is more important than ever today—given how conscientious consumers are about the need for real-life brands to reflect their own personal brand and values. 92% of Americans are open to companies that promote well-being through their messages. Recent SME content research shows that 72% of the audience felt the influencer was an appropriate fit for the brand. Only one third of respondents felt the content was genuine. Branded content doesn’t end with matching the right promoters to your brand, it must also come across as genuine.
Consistency, consistency and consistency
The way you grow die-hard brand loyalists is by establishing your brand purpose—and consistently demonstrating that promise. On social media, brand-branded content is very popular. These platforms offer brands endless touchpoints with customers, so consistency is crucial for keeping top of mind within the highly competitive content market. On average, 71% of the audiences were able to recall the brand mentioned in the content, without being asked. If audiences aren’t first recalling content, how can we expect them to grow into brand advocates?
Assess your impact
As with all marketing, measuring the effectiveness of your branding content will tell you if it’s actually performing. You may think your messaging inspires feelings of trustworthiness, innovation, or excitement—but how do you know if you’ve missed the mark? Only top funnel KPIs, such as familiarity, favorability and awareness can tell you if your messaging is effective.
Brands and consumers can have more genuine and lasting interactions when branded content is integrated into their marketing strategies.