How does branded content contribute to your marketing strategy?

Are you already familiar with branded content? This form of marketing can help you boost your brand’s awareness. But what is branded content, and how can you incorporate it into your marketing strategy? We’ll explain a few things to you.

What is branded content?

Branded content refers to all written and recorded material produced by or on behalf of a brand or company to promote their products, services, values or messages. The distinctive feature of branded content is that it reflects the brand identity and often subtly integrates the brand name or products without being intrusive. Put simply, branded content is a subtle form of advertising. A company or brand presents a message in a creative way, so that at first glance it does not appear to be an advert. Nevertheless, there is a commercial purpose behind the content. From increasing brand awareness to boosting purchase intent: there are various objectives you can envisage.

This type of marketing is becoming increasingly popular, as consumers often avoid advertising but remain open to high-quality, informative or entertaining content that is relevant to their interests. By creating branded content, brands can build a deeper connection with their target audience whilst simultaneously strengthening their brand position.

Branded content can take various forms. Examples include:

• Video
• Podcast
• Interview
• Advertorial
• TV show integration

Why is it a good idea to use branded content?

By using branded content for your business, you ensure that people take notice of your company without you having to ask them explicitly to do so. Research by Mediabrands Marketing Sciences, DPG Media and Unravel Research has shown that branded content strengthens brand associations. Dynamic forms of content performed best in the research, such as video, TV programme integration and podcasts. Advertorials scored neutrally in terms of perception, but were effective in strengthening brand associations and communicating the message. In short, by using branded content strategically, you can increase brand awareness for your brand. An alternative to branded content is newsjacking, which we’ve written about in another blog post.

From message to idea

If you want to use branded content, it is first and foremost important to think carefully about what you want to convey with your message. In doing so, it is important to bear in mind the so-called stages of awareness. This makes it easier to determine which target audience you want to reach and how best to present your message. We divide the stages of awareness into five categories:

• Fully aware: someone is familiar with the brand or product, understands what the product or brand entails and wants to buy it
• Partially aware: someone knows the product but does not yet want it. That person is not yet convinced
• Unaware of a product or service: someone knows what the product does, but is not yet familiar with it
• Awareness of need: a person is not aware of the link between the product and the satisfaction of their need
• Completely unconsciously: someone is not aware of the need or does not want to admit it to themselves

By assessing how much someone already knows about a product or service, you can better determine what information you want to convey in your branded content. Example: when you launch a new product or service, it is important to introduce it properly. This piques the target audience’s curiosity and ensures they want to find out more about your product or service. So always bear this in mind, as it will help you come up with a better way to package your message.

Stand out

Your message largely determines which medium is best to use. Whatever you choose, be original – that’s how you stand out.

• For example, Adidas is collaborating with LINDA on the online series ‘Baas in eigen sportbroekje’ (Boss in your own sports shorts). The LINDA editorial team interviews top female athletes and influencers about empowerment and motivation. Adidas sponsors the clothing worn by the women being interviewed. Because the women share inspiring stories whilst wearing Adidas, the brand immediately gains a positive association. A fine example, then, of branded content.
• Websites such as Libelle, FHM and AD also offer space to submit articles for a fee. As a holiday provider, for example, it might be a good idea to write a blog post about the best summer holiday tips, whilst for a laptop brand it could be worthwhile to submit an article on the safe use of a laptop. In any case, make sure you have a catchy title and, above all, avoid being overly commercial. Of course, the article can have a slight commercial slant, but do so in moderation.
• The popular make-up brand Sephora has recorded a series of podcasts in collaboration with Girlboss Radio: #LIPSTORIES. In each episode, an influential woman was interviewed and shared her own story to inspire other women. Sephora is featured on the podcast’s cover and the brand is mentioned in every episode.

Be credible

By creating relevant content, you’ll rank higher on Google; the same applies to branded content. The most important thing about branded content is that it comes across as credible. So make sure that the content in which you incorporate your brand message offers added value to your target audience. In short: your target audience must genuinely benefit from your content. That’s how you ensure the greatest possible impact.

Any questions about branded content?

Would you like to get started with branded content and are you looking for a sparring partner? We’d be happy to brainstorm ideas with you. Get in touch and we’ll arrange a meeting soon.