Why do branded content

Content marketing is most effective when you have the right content delivered through the right channels. For more tips to help you do that, find out how to promote content to journalists and bloggers, use our favorite resources for creating great content, and learn more about why visual content helps brands tell better stories.

Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. After the company analyzed consumer responses to more than pieces of branded content, they discovered that, yes, it is more effective in several ways: It drives higher brand recall and lift than pre-roll ads.

Consumers view brands more favorably when they enjoy branded content. It has more impact when distributed through a publisher. Branded Content Increases Recall As part of the experiment, Nielsen presented viewers with two marketing items from the same brand.

According to some estimates, the returns from the related advertising tripled the investments. The event was also very memorable and had a positive long-term impact on the brand. However, the stunt involved the risk that something could go wrong during the jump, which is why some brands refused to participate.

The most famous brand in the world no longer needs to communicate the fact that they manufacture soda. Instead, they have chosen to focus on communicating a universally popular value: happiness. Within the Coca-Cola universe There are many examples of branded content:. This American lingerie brand is a great example of how to use events to generate branded content. Every year, Victoria Secret's famous fashion show generates widespread anticipation.

Thanks to this, they have achieved great brand notoriety and become unmistakable. Responsable de la estrategia de inbound marketing en Cyberclick.

Experience in digital marketing, digital communication, media journalism, CRM management with Hubspot, creation of global content strategy, workflows and lead nurturing.

About Join us Funnel Advertising What is it? Home Blog. By Laia Cardona , on 29 April Branded content is an effective response to an increasingly saturated market. Index What Is Branded Content? What Is Not Branded Content? It is focused on the values of the brand, not on its products or its services. Although it can adopt the format of a classic video spot, it is based more on the intangible qualities of the brand than on the specific products it offers.

It seeks to generate conversation and notoriety around the brand. More than looking for a direct sale or conversion, this type of content tries to impact the audience and spark conversation around the brand. Therefore, the key metrics to measure the success of branded content tend to focus on the notoriety and the number of mentions. Generates added value for the user.

Normally we think of advertising as a price to pay to consume the content that really interests us, but branded content seeks to turn this idea around and create content that users actually want to consume.

Generally, this added value comes in the form of entertainment. Appeals to emotions. Using emotions for the purpose of persuasion goes back to the times of Aristotle but it's still an effective technique today. Branded content does not seek to use rational arguments about why a brand is better than the competition, but instead to connect with the audience on a more intimate level.

It uses storytelling. In essence, this type of content seeks to tell a story about the brand to the viewer, with protagonists, as well as a beginning, middle, and end. It can be presented through multiple formats and channels. Branded content is a very flexible concept, so it can be adapted for many different formats like video, podcasts, interactive formats, video games, events, or even combine several of them to tell the history of the brand.

Similarly, there are many different ways to spread this content, from apps to social networks to the brand's website. The content may be co-created. The first example leaves everyone including adults in fits of laughter, and the second one in complete awe of witnessing something truly unique.

I know that if I were a kid, I would definitely ask my parent to buy me Legos after watching the best movie of all time. In contrast to content marketing and product placement, branded content is designed to build awareness for a brand by associating it with content that shares its values. Companies use branded content to highlight their values — not necessarily their products or services — while designing it so that viewers subconsciously make the connection between the two.

In the case of Lego, we associate family fun, laughter, and connection. With Red Bull, doing the extraordinary, pushing our limits, and overcoming obstacles. And brands are using this type of content more frequently as we as consumers become more intolerant of traditional advertisements.

And while the marketing message may appear to be almost invisible, the message is still alive and kicking. We should look at branded content as the reverse of traditional advertising.

It starts with stories that are important to people the brand is targeting, then brands find ways of associating it to their brand values. And by doing so, also their products and services.

When a brand connects with its audience personally and emotionally, that usually triggers a favorable response that gets users talking about the brand. Branded content turns the traditional marketing ideas on their heads by only using content that can prove to customers immediate benefits and interests.

But branded content avoids using rational arguments to convince people to take action or choose one brand over another. Instead, it convinces us by getting intimate and connecting on levels that arouse our emotions.

Brands often collaborate with the very best film directors, cinematographers, and professionals to produce exceptional high-quality branded content. However, a popular approach is to create this type of content in the form of user-generated content. UGC is a powerful and popular marketing strategy.

As consumers, we are far more inclined to believe what other people like us have to say about a brand than the brand itself. Video, podcasts, video games, print, interactive formats , radio, and events are all examples of where you can start to showcase your branded content.

Apps, websites, and social media are also great places to start because they are easily accessible to the average business owner. However, Jan points out that regardless of the various awards, different juries, and the unresolved definition of branded content, the association usually comes to a shared conclusion as to which content should be awarded, meaning that even with the blurred lines, there is an understanding as to what makes the cut.

Again, those considered as the finest examples of branded content often win awards in numerous categories.