Do you know what Branded Content is? Basically it is an efficient response to a more and more saturated market.
Nowadays, people are overwhelmed by ads and information at all times, so that many individuals choose to block advertisements as a solution to this chaos. In this context, it is important for brands to find new ways of connecting to their public of interest, approaching them in a creative way and transmitting their values to them.
Does it interest you? Yes? That is what we are going to discuss in this article. So, keep reading to understand how to use this strategy to attract more users to a product or service!
What is Branded Content, after all?
Conceptually, it is a marketing technique that involves the creating of content which permits consumers to have a connection to the brand. Lets list the main characteristics of Branded Content so that we can look closer into this definition:
Branded Content:
- is focused on the values of the brand, not on its products and services;
- aims at creating conversation and notoriety around the brand – sales, access to platforms, contact requests, etc;
- creates added value to the user, because it is not mere advertisement;
- appeals to emotions, many times at a more intimate level;
- uses narrative – telling stories, structuring stories with well defined beginning, middle and end;
- can be presented through multiple formats and channels – text, audio and video, in websites, blogs, social media, events, etc;
- can be co-created – partner companies can create and publish content that are related to their business universe, and that strengthen their connections in the imaginary of their specific audience.
It is important to notice, on the other hand, what Branded Content is not. It is not focused on products and services and, thus, it is not advertisement – it is also not the same as content marketing, because this strategy has the goal of leading the potential buyer in his purchase journey.
Furthermore, it is not invasive or interruptive. On the contrary, it is intended to attract the public, not to be shown on commercial breaks or unexpectedly pop up the person’s computer screen.
How can I use Branded Content for user acquisition?
Now that you know what Branded Content is and understand its advantages, let’s talk in detail about how it can be used for the benefit of your user acquisition strategy regarding a new product or service.
Promote the positioning of your brand
The focus of the Branded Content must be positioning it as the best option – but this must be done in a creative and innovative way. A great example of brand positioning is the GE Reports website.
Roughly speaking, GE launched GE Reports to tell interesting stories related to their industry. In this website, they publish articles from several different voices which speak about innovation, digital transformation and also business. One thing that they do not do, though, is to promote their products.
The website is a source of news and information, not direct sales; thus, it provides customers with a direct benefit.
Co-create
Netflix did this when they signed a partnership with The New York Times: Netflix published an article in the USA’s centenary newspaper about women’s prisons in the country. Both brands got to position themselves as cool and well-informed through this strategy.
The streaming company revived its series called Orange is The New Black in the audience memory, and the newspaper promoted itself for this extremely successful series’ loyal audience.
Move and inspire your audience
Provide high quality functions and characteristics is no longer enough; today, it is necessary to show your brand as thrilling and inspiring. A good example of this was an action by Unilever for its personal hygiene brand, Dove, called Portraits of Real Beauty.
The company called several women for a conversation. There, they were invited to meet a police sketch professional to whom they should describe their own features as well as the features of another participant of the campaign. In the end, two portraits were made for each woman.
The result of this action can be watched in this emotional video, with the message of the brand: “you are more beautiful than you might think”.
Look out for specialized help
Finally, an important tip: search for a marketing agency that is specialized in Branded Content so that they can help you plan your actions. With an expert’s viewpoint, everything will go smoothly and you will get quicker results.
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