Branded content marketing is changing the way brands engage with their customers by storm. Branded content, you see, eschews the classic definition of advertising as something that hawks a product or service and replaces it with providing value. It’s storytelling, authenticity, and engaging interactions that produce trust and loyalty.
If you’re a marketer, entrepreneur, or content creator who wants to know more about branded content marketing, you’ve come to the right place! This guide serves to define the what and why and provide actionable advice on how to execute powerful branded content marketing campaigns.
What Is Branded Content Marketing?
Branded content marketing is a form of marketing that creates content, either entertaining, educational, or inspirational, that is separate from the company’s product but directly promotes the brand. Think of it as storytelling with just a little discreet branding.
This is a more emotion-based approach to marketing and not a hard sell. It’s been tailored to provide value, build brand affinity, and genuinely engage audiences. Branded content, unlike a conventional ad, fits right into the environment in which it appears, making it less obtrusive and more relevant.
Why Branded Content Matters in 2024
Shoppers are increasingly flocking to businesses that have a sense of authenticity, are connected to their local community, and are run by people who share their personal values. Branded content satisfies that need by making experiences stick. It humanizes corporations and forges long-term relationships that extend beyond single transactions.
And the numbers back it up. Consumers are 86% more likely to remember brands that produce entertaining branded content, a recent Nielsen study found. In a world where ad-fatigued eyes are a fact of life, branded content marketing is proving to be a way for businesses to rise above the digital noise.
The Benefits of Branded Content
Switching from traditional advertising to branded content has several advantages that make it a worthwhile investment.
1. Builds Trust and Authenticity
By focusing on stories that align with your audience’s interests instead of directly selling, branded content fosters trust. It shows you care about their experience beyond just making a sale.
2. Engages Audiences Emotionally
Whether it’s laughter, nostalgia, or inspiration, branded content taps into emotions. Stories that strike a chord with viewers are more likely to leave a lasting impression.
3. Improves Brand Recall
Good storytelling sticks. Since branded content is designed to entertain or educate, people are more likely to remember your brand when they encounter it in relevant, memorable contexts.
4. Reaches a Wider Audience
Branded content often thrives online, where shares and engagement help amplify its reach. A single share-worthy piece can spread your brand message to thousands without paid promotion.
5. Drives Indirect Sales
Although not focused on conversions, branded content indirectly influences purchasing decisions. By building positive associations with your brand, you’re fostering customer loyalty that can last for years.
Real-Life Examples of Branded Content Marketing
1. The Lego Movie
Arguably one of the most innovative examples of branded content, The Lego Movie is a full-length feature film that doubles as an advertisement for Lego. By telling a captivating and family-friendly story, the movie marketed Lego’s product without feeling like a sales pitch. This strategy reportedly generated a significant surge in Lego sales after the film’s release.
2. Red Bull’s Stratos Jump
Red Bull’s Stratos project, where Felix Baumgartner jumped from the edge of space, wasn’t an ad for energy drinks. Instead, it was content designed to represent Red Bull’s “gives you wings” ethos. While Red Bull’s products weren’t heavily showcased, the action-packed stunt tied back to the brand’s adventurous spirit.
3. GoPro’s User-Generated Content
GoPro encourages its users to share videos shot on their cameras, turning its customers into content creators. By showcasing incredible adventures filmed by GoPro users, the brand effectively markets its product through authentic, engaging content.
4. Apple’s Shot on iPhone Campaign
Apple’s “Shot on iPhone” campaign demonstrates the capabilities of its devices by leveraging real customer photos and videos. This branded content campaign highlights product features while celebrating creativity and user stories.
How to Create a Branded Content Strategy
Creating successful branded content campaigns requires careful planning. Here’s how to design an effective strategy:
1. Understand Your Audience
Your content needs to resonate with the people who see it. Analyze your target audience’s demographics, interests, and pain points. Tools like Google Analytics or social media insights can provide valuable data.
2. Define Your Brand Story
What do you want people to associate with your brand? Develop a brand story that reflects your values and voice while aligning with your audience’s expectations.
3. Set Clear Goals
Are you trying to boost brand awareness? Foster loyalty? Grow social engagement? Clear objectives will shape the tone, channels, and measurement of your content.
4. Create Highly Engaging Content
Invest in storytelling that sets your brand apart. Whether through videos, podcasts, or blog articles, your branded content must provide value. Humor, inspiring ideas, or educational takeaways are always a winner.
5. Use the Right Channels
Choose platforms based on where your audience spends most of their time. Instagram works well for visual storytelling, LinkedIn for professional audiences, and YouTube for longer-form content.
6. Encourage Sharing
Great branded content often inspires people to share it with friends and family. Add social sharing buttons to make it easy for your content to reach a wider audience.
Tools to Help Create Branded Content
Using the right tools can make branded content creation easier and more efficient. Here are some top options:
- Canva: For creating visually stunning graphics, presentations, and social media posts.
- Adobe Premiere Pro: Ideal for producing high-quality videos.
- Trello: Organize and manage content creation workflows with your team.
- HubSpot Blog Ideas Generator: Streamline brainstorming to find content ideas that resonate.
- Jasper AI: Generate creative and engaging content ideas using artificial intelligence.
- BuzzSumo: Analyze what’s trending in your industry for inspiration.
What’s Next in Branded Content Marketing?
Branded content is not going away, but the industry is always changing. Some of the themes that will be front-and-center among branded content marketing trends in the short term include interactive content, virtual reality, and purpose-driven storytelling. Being ahead of the curve can keep your brand fresh and entertaining.
But if you concentrate on providing real-value, authentic experiences, then you can also turn something as commercial as marketing into something your audience can’t wait to hear.
