Branded content is a marketing technique that involves creating content directly linked to a brand and its values, building a connection with consumers to increase brand awareness. Unlike traditional advertising, which often interrupts the consumer experience, branded content aims to provide value and interest to the user while subtly promoting the brand.
Related Article: Branding: Definition + Strategies + Benefits
Branded Content Definition
Branded content involves any piece of content marketing media created by a marketer to promote a specific business or product. It is designed to attract potential customers by engaging them with captivating media that they can consume and interact with.
Branded Content Strategy
1. Identify What Your Brand Wants to Say
Establish a clear understanding of your brand’s values, tone, and identity. This foundational step informs the themes and messaging of your content, ensuring authenticity and resonance with your audience.
Essential questions guide this process, aiding in the creation of compelling messaging that sets your brand apart.
2. Create Content that Speaks Directly to People
Prioritize customer-centric content that resonates emotionally and authentically. Move beyond traditional product-centric approaches to foster genuine connections with your audience.
Authenticity builds trust, reinforcing brand values and fostering loyalty.
3. Tell a Story
Harness the power of storytelling to captivate and engage your audience. Craft narratives with relatable characters, compelling plotlines, and meaningful resolutions.
Stories evoke emotions, making them memorable and shareable, reinforcing your brand identity and fostering deeper connections with your audience.
4. Collaborate with the Right People
Extend your brand’s reach by partnering with influencers, publishers, or advertisers whose values align with yours.
Select collaborators with a strong following among your target audience to maximize impact. Authenticity and quality content are essential criteria for successful partnerships that amplify your brand message.
5. Know What to Avoid
Steer clear of common pitfalls to ensure the effectiveness of your branded content. Avoid making your product the main focus and refrain from using narratives that are pushy or controversial.
Stay true to your brand values and goals, and prioritize creating focused, audience-centric content. Remember, branded content is an investment in your brand’s future, requiring patience to see measurable results.
Branded Content Examples
Amul
Known for its witty and topical advertising, Amul frequently creates branded content featuring animated characters to connect with its audience and showcase its social awareness.
Zomato
Leveraging humor and wit, Zomato’s social media accounts engage with its audience effectively, demonstrating the brand’s personality and building rapport with customers.
Netflix
Through captivating social media posts and reels, Netflix promotes its latest movies and series, enticing viewers to explore its vast content library and subscribe to its services.
Oreo
Oreo India’s branded content has helped the brand carve a niche for itself in the digital media landscape. By distributing content across various social media platforms and traditional channels, Oreo effectively engages with its audience and reinforces its brand presence.
In a Nutshell
Branded content offers brands a powerful tool to connect with consumers on a deeper level. By following these strategies, brands can create content that resonates with their audience and strengthens brand loyalty.