Understanding Branded Content: Benefits and Illustrative Examples

What is Branded Content?

Okay, let's dive into this branded content thing. Ever been scrolling through your feed and watched something that felt like a mini-movie, only to realize it's actually an ad? Yeah, that's probably branded content in action. It's sneaky, but in a good way... when it's done well.

Essentially, branded content is when a brand creates something entertaining, informative, or inspiring. But here's the catch--it doesn't feel like a sales pitch. Think of it as a brand telling a story, not just shouting about their product.

• Branded content is about providing value first, promotion second. For instance, a bank might create a series of videos about financial literacy, not just ads for their savings accounts.
• It aims to build a connection with the audience, fostering trust and loyalty over time. A makeup brand might partner with influencers to create tutorials, not just push product.
• It's definitely not your typical advertising. Forget the hard sell; branded content is more like a friendly chat, building relationships instead of just closing deals.

It's all about weaving the brand into a narrative that resonates with people on an emotional level. Like, a car company might sponsor a documentary about adventure travel, showcasing the spirit of exploration rather than just the car's features. Or, maybe a clothing company partners with local artists to create unique designs, celebrating creativity and community instead of just selling clothes.

As Alan Jope, Chief Executive Officer, Unilever notes that, "Brands that don’t stand for something will be disposed of.”

So, ready to ditch traditional ads and embrace the world of stories? Next up, we'll take a look at why this shift is happening and what it means for you.

Key Benefits of Branded Content for Marketers

Alright, let's talk about why branded content is actually worth your time. I mean, you're a marketer, you're busy, right? So why bother with this fluffy stuff? Well, get this: people are tuning out traditional ads like never before. But a good story? That, they'll stick around for.

Branded content lets you connect with your target audience on a human level. It's not about shoving products down their throats, it's about building relationships. Think of it as making friends before you ask for a favor.

• Valuable content fosters deeper connections: When you provide something useful or entertaining, people are more likely to pay attention. Like, a financial services company might create a budgeting tool instead of just running ads for their credit cards. It's about giving before taking.
• Engagement metrics show resonance: Likes, shares, comments – these aren't just vanity metrics. They're proof that your content is hitting the mark. What gets people talking? What makes them want to share with their friends? That's gold.
• Loyal customers advocate for your brand: People who feel connected to a brand are more likely to become repeat customers and even evangelists. They'll recommend you to their friends, write positive reviews, and become a walking, talking advertisement.

Okay, so building relationships is great, but what about the bottom line? Branded content can help with that too.

• It improves brand awareness and recall: Compelling branded content can cut through the noise and make your brand more visible. Storytelling helps create memorable experiences that stick with people.
• Consistent delivery reinforces messaging: It's not a one-and-done deal. You gotta keep at it. Consistently delivering quality content strengthens your brand messaging over time.

Lots of brands are doing this well, even if they don't call it "branded content." Think about that outdoor gear company that sponsors documentaries about environmental conservation.

It’s not just about selling tents; it’s about aligning with the values of their target audience. Or, ya know, that makeup brand partnering with influencers to create tutorials not just push product. See what I mean?

Okay, so branded content boosts engagement and brand awareness, got it. But what about getting people to actually visit your website? That's up next.

Illustrative Examples of Successful Branded Content

Okay, so we've talked about what branded content is and why it's good for marketers, but it's time to get into the fun part: seeing it in action. Ever wonder how some brands just get it, creating content that's both engaging and effective? Let's take a peek behind the curtain, shall we?

Remember when Felix Baumgartner jumped from space? Yeah, that wasn't just some daredevil stunt; it was Red Bull marketing at its finest.

• Red Bull sponsored Felix Baumgartner's record-breaking skydive from the stratosphere. Think about the sheer audacity of that!
• The event generated massive global media coverage and brand exposure. I mean, everyone was talking about it.
• It aligned with Red Bull's "gives you wings" slogan, showcasing extreme performance and daring. It wasn't just a slogan; it was a promise on full display.

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs, Co-Founder of Apple

Red Bull basically turned extreme sports into their entire brand identity. It's high-octane, it's risky, and it's memorable as heck.

GoPro? They're not just selling cameras; they’re selling experiences. And they get their customers to do most of the heavy lifting content-wise.

• GoPro showcases amazing videos and photos captured by its users. Talk about free advertising!
• This creates a sense of community and inspires others to share their adventures. It's like, "Hey, I can do that too!"
• It highlights the capabilities of GoPro cameras in real-world scenarios. No staged sets or actors needed; just pure, unadulterated adventure.

It's smart. It's user-generated content done right.

Dove's "Real Beauty" campaign is a classic example of branded content that goes beyond just pushing product. It's about sparking a conversation.

• Dove challenged conventional beauty standards by featuring diverse women in its ads. Finally, some real representation!
• This resonated with consumers seeking authenticity and inclusivity. People were tired of the same old, same old.
• It sparked conversations about body image and self-esteem, building brand loyalty. It wasn't just about soap; it was about self-acceptance.

Dove tapped into something real, and it paid off big time in terms of brand recognition and connection.

Lowe's took advantage of the short-form video trend with their "Fix in Six" series on Vine (RIP).

• Lowe's created short, instructional videos offering quick DIY home improvement tips. Think of it as life hacks for your house.
• These videos were easily shareable and provided practical value to viewers. It wasn't just advertising; it was actually helpful.
• It positioned Lowe's as a helpful resource for home improvement projects. "Need to fix something? Head to Lowe's!"

It was clever, concise, and perfectly suited to the platform.

Lego turned their product into a full-length animated movie. It was a commercial success, making more than $450 millions worldwide, The film was also a critical darling, receiving a 96% rating on Rotten Tomatoes

It’s all about Lego and nothing about Lego.

These are just a few examples, but the key takeaway is that successful branded content isn't about blatant advertising. It's about telling a story, providing value, and connecting with your audience on a human level. And now that you have a few examples, let's dive into the ethics behind branded content.

Creating Your Own Branded Content Strategy

Okay, so you get what branded content is and why it's cool, right? Now how do you actually, ya know, create your own strategy? It's not just throwing stuff at the wall and hoping something sticks – trust me, I've been there.

First up, you gotta know who you're talking to. Like, really know them. What are their ages? What do they do for fun? What keeps them up at night? You need to understand your audience's demographics, their interests, and their pain points, because otherwise you're just shouting into the void. Do some proper market research to find out what kinda content they just can't get enough of, and then fill that gap!

• Picture this: a financial services company realizing their target audience is stressed-out millennials. Instead of just pushing credit cards, they could create a series of TikToks tackling student loan debt or first-time home buying with easy-to-understand tips.
• Or think about a sustainable fashion brand that does some digging and discovers their customers care deeply about ethical sourcing. They could create a series of documentary-style videos showing the entire production process, from the organic cotton farm to the fair-wage factory.

Next, what do you want to get out of this whole thing? Are you trying to build brand awareness? Generate leads? Drive sales? Increased brand awareness and lead generation, for example, are common goals. It’s important to set some goals so you know if what you're doing is actually working. And make sure they're measurable, so you can track your progress and see that sweet ROI.

• For example, if you are a new retail business, you want to have a goal to increase your brand awareness. You can measure this by how many website visits, social media followers, or mentions you get.
• Also, your goals should make sense for your business.

And speaking of TikToks and videos, think about what kinda content your audience actually likes. Are they glued to YouTube? Do they scroll through Instagram for hours? Or are they more into podcasts and blog posts? And once you've figured that out, make sure your content is optimized for each platform. What works on TikTok ain't gonna work on LinkedIn, ya know?

• Think about a healthcare company trying to reach busy moms. Instead of long, dry articles, they could create a series of short, animated videos with quick health tips for families, distributed via Instagram and Facebook.
• Or a B2B software company targeting small business owners. They might create a webinar series with practical tips on using their software to improve efficiency, promoted via LinkedIn and industry websites.

Plan your content in advance, so you don't end up scrambling at the last minute. Create a clear production workflow, so everyone knows what they're supposed to do, and then set deadlines and stick to them.

And finally, don't forget to actually promote your content! Share it on social media, send it out in email newsletters, and get it out into the relevant online communities. You could even team up with some influencers to get more eyes on your stuff. And hey, if you got the budget, a little paid advertising never hurt nobody.

• Think about a local restaurant creating a mouth-watering video showcasing their signature dish. They could then partner with local food bloggers and influencers to share the video on their social media channels, reaching a wider audience of potential customers.

Alright, so now you know how to create your own branded content strategy. Next up, we'll take a look at the ethics behind this whole thing, so you don't end up on the wrong side of the internet.

Leveraging AI Writing Assistants for Branded Content Creation

AI writing assistants... are they just hype, or can they actually help with branded content? Honestly, it kinda depends, but there's some cool stuff happening. Let's dig in, shall we?

AI writing assistants can definitely generate content ideas when you're drawing a blank; plus, they can write copy and optimize it for seo. But, don't expect perfection, ya know? These tools can help you create content faster and more efficiently, freeing up time for other tasks.

They're also getting good at analyzing data to spot trends and tailor content to what your audience actually wants. Like, a financial services company could use ai to figure out what kinda blog posts their customers are really interested in... not just what they think they should be interested in.

There's a bunch of ai writing platforms out there to explore, like Jasper, Copy.ai, and Writesonic. Play around with a few and see what clicks, yeah? Also, don't forget api-powered seo tools can identify relevant keywords and optimize your content so it gets seen.

ai can definitely assist with content creation, but human creativity and judgment are still essential, tbh. You gotta make sure your branded content actually reflects your brand's voice and values, otherwise, it's just generic blah, right?

To take your content strategy to the next level, consider using Publish7 to create expert content marketing, seo and link building strategies. Drive traffic, enhance visibility, and grow your brand effortlessly, all for free.

That's a wrap on branded content! Hope this helps you understand the basics and gives you some inspiration for your own strategy.