An Introduction to Branded Marketing

Simply put, branded content marketing has the power to ignite deep feelings of loyalty and trust, thus driving profits.

If that sounds like something your brand needs, let’s explore exactly what branded content marketing is, and how you can benefit from it.

 

Branded Content Marketing in a Nutshell

Oddly, brand marketing doesn’t directly sell a brand. Rather, it builds an emotional connection to a brand. It builds brand awareness while driving the audience to associate the brand with shared values. It does this by encouraging a conversation around values, sometimes social issues, and the brand. It puts the focus on what the consumer believes and creates the impression that the brand is an ally.

It’s important to keep in mind that brand and content marketing are not the same. Content marketing includes all kinds of different content. On the other hand, brand marketing zeroes in on a certain type of content.

According to Digital Authority Partners, a saturated marketplace with too many voices sounding the same spurred the creation of branded content marketing. It creates a unique voice that speaks to the emotions and personal beliefs of the individual consumer. For example, there are plenty of comfortable, good-quality athletic shoes. But there is only one Nike, and they are not simply selling shoes.

 

The Importance of Brand Marketing

If you’re wondering if branded content marketing is right for your business, consider its effectiveness. By utilizing the art of storytelling and making a social statement, a brand captures the emotions of its audience. This encourages brand loyalty on a level that transcends quality and value.

Rather than simply appearing promotional, a brand aligns itself with its customer’s values. This encourages sales by fostering the belief that validating their feelings fulfills their needs. Once again, if many companies are selling the same product, which ones are fulfilling the customer’s emotional beliefs?

 

Spotting a Successful Branded Content Campaign

A great branded content campaign closely mimics what the target audience normally watches on television or social media. In this way, it creates a feedback loop from what the consumer likes, believes, and values, back to the brand. In this way, the brand creates a connection to its audience by reflecting the consumer’s interests, goals, and values.

A successful branded content campaign takes the form of storytelling and promotes a conversation. It not only mirrors the consumer’s values but also memorably entertains.

The conversation can take place across a variety of platforms, but the chosen platforms are strategically chosen. A successful branded content campaign also forms strategic partnerships with other high-profile brands that are related to that brand.

 

 The Pros And Cons

Since the pros clearly surpass the cons, we’ll start with the cons.

• It takes longer to see results
• You need a very good handle on your audience’s psychology
• New creative, content needs to be continually launched 
• This type of campaign requires continuous evaluation and tweaks

Some might be discouraged by the time and effort this type of content marketing requires. However, the pros of branded content marketing far exceed any downside.

• You can reach an audience who dislikes ads but likes to follow ideas and causes
• Brand awareness goes hand-in-hand with loyalty and trust
• Quality, targeted content organically attracts and converts your audience into customers

 

Creating a Great Branded Content Campaign

A great branded content marketing campaign identifies your company as a ‘good brand’, by becoming an ally to your audience. This begins by creating engaging and meaningful content. It has to resonate with the audience. Also, choose quality over quantity; be sure that your content aligns with your brand’s values and represents its voice.

Also, closely evaluate formats and platforms that align with the campaign message; is your message best communicated through video, memes, or text? Not every format will work equally for your brand.

The same goes for the platforms you choose to use. What platforms does your target audience use? Of course, you’ll need to use blog posts, video, social media, and traditional advertising. But one will stand out when it comes to reaching your audience. Since each social media platform attracts certain demographics, your audience likely favors some over others.

 

 Differentiate Your Content From Your Competitors

It’s very important for your brand to stand out from your competitors. To be honest, at first glance, your products probably look much like your competitors. Thus, the way to differentiate is through your content.

Think about what your audience values, and how you can use that to set your company apart from the rest. Also, incorporate information about the product, such as its quality and affordability. If you give a portion of your profits to a cause, let people know.

This helps you take the lead away from the competition while building brand loyalty. But, this avenue requires not only great creativity but also a knowledge of psychology. The combination of creativity and psychology is what will really set you apart from the competition.

 

Examples of Great Branded Content Marketing

Apple iPhone

Apple recently launched a series of emotionally moving ads in time for both Chinese New Year and the Beijing Olympic Games. Director Zhang Meng used an iPhone to capture his experience as a struggling film director. This connects with the millions of iPhone users who upload their experiences to platforms like Tik-Tok, hoping for a viral moment.

Nike

Without a doubt, Nike has mastered the branded content marketing space. From its iconic “Just do it” slogan to championing social causes, Nike puts its brand values front and center. Nike uses inspirational storytelling to convey its company culture; this, in turn, provokes an emotional reaction in its target audience. 

Clorox

Seizing upon the pandemic, in the bleach company’s “for the moments you can’t miss” campaign. Clorox used a short video to show how to sanitize high-touch areas at the grocery store while shopping. The video concludes with a joyful family dinner. This campaign not only solves a problem for the consumer, but it also ends by making the audience feel happy.

 

Are You Ready to Try Branded Content Marketing?

Moving forward into the 21st Century, marketing campaigns are more and more focused on evoking emotion and virtual experiences. If your advertising efforts have hit a slump, it’s time to try something new. If you’ve been selling the product, but not the experience, you could be missing out on a huge market segment.