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If you want to create a successful brand in 2022 or beyond, it would be nearly impossible to do so using traditional marketing techniques such as TV ads and billboards. This is especially true if you want to have a robust online presence.
Entrepreneurs and business owners know that digital marketing is one of the best ways to generate brand awareness in the modern world. That’s why they’re willing to invest in various online marketing campaigns that promote their products and services—but not all marketing campaigns and advertisements are created equal.
A well-made content marketing campaign should be a top priority when it comes to creating a brand that your target audience connects with. This blog post will give you more information about what branded content campaigns are, why they’re so effective for brand marketing, and how to use them to engage with your audience.
What Is Branded Content Marketing?
Branded content marketing is a marketing technique involving the creation of different forms of content that are directly linked to your brand. Below are some characteristics of branded content:
- It focuses on the brand and its story instead of the products and services it offers. The type of content created for these campaigns focuses on what makes the brand special instead of just what makes its items/services unique.
- Its main goal is to generate conversation and hype around the brand. Instead of solely trying to convert or sell, branded content aims to impact the audience and spark a discussion around the brand.
- It appeals to the target audience’s emotions and seeks to create an emotional connection between the customer and the brand.
- It often uses storytelling techniques to tell the brand’s story or share its message with the customers and looks to motivate, inspire and influence them.
- It can be done through multiple channels and formats. Branded content can be shared everywhere–on social media, with YouTube videos, on blogs, in emails, on the company’s website, etc.
The main difference between branded content marketing and traditional advertising methods is the focus. Branded marketing focuses on the company’s purpose and unique characteristics and looks to influence the customer base by provoking emotions or forging a long-term connection.
On the other hand, conventional marketing is often focused on promoting the brand’s products and services more directly.
What Are the Different Types of Branded Content?
Branded content can come in many different forms. Outlined below are some of the most widely used types of branded content marketing you might see online.
Blog Posts
Writing blog posts related to your industry and giving your customers helpful information for free is an excellent example of branded content marketing. Posting blogs consistently is a terrific way to provide value to your target audience and thus improve brand trust and awareness. Along with that, well-written blogs help improve your website’s SEO and drive organic traffic.
To make blogs more “branded,” consider designing your blog page with company colors and adding CTAs at the end of your posts.
Videos
Videos tend to make a big impression on audiences and trigger emotional responses, making them great for content marketing. A memorable video ad that’s inspiring and tells an exciting story can help boost your brand’s image and create a name for it amongst enthusiasts interested in your industry.
To make videos “branded,” consider adding your logo to the intro and outro portions of your video, using your own trademark jingle, and keeping your design and tone in line with your other brand messaging.
Infographics
Infographics are easy to digest and can make a marketing strategy memorable if they’re well-made, visually captivating, and full of valuable information. Especially on social media, infographics constantly get traction as people are looking to spread helpful info, especially for topics where data can be used to prove a point.
Keep your infographics on-brand by adding your logo, using brand colors, and linking to your website or social media pages in the bottom margin.
Memes
At first, memes may seem like something to scoff at, but they are potent marketing tools, especially among younger generations that are more opposed to ads. Even though memes are a relatively new form of content marketing, they work exceptionally well as people like to share them with friends and family, thus helping increase brand awareness.
Additionally, if you can time a meme perfectly with current events and align it with your branding, it can be extremely helpful in generating traffic and creating conversation around your company. You can keep memes on-brand by including yourself in the joke. Use photos of your logo, business name, colors, etc., to make the memes brand-specific.
Other Kinds of Branded Content
Now, keep in mind that these are only four types of branded content, but there are many more. Some honorable mentions include:
- eBooks
- Testimonials and reviews
- Case studies
Which form of content you choose depends entirely on the industry you operate in and your target audience’s interests. For example, if you’re looking to build a more fun and relaxed image, then memes should be part of your content strategy.
Alternatively, if your company sells products suitable for working professionals, you might want to focus on content such as whitepapers or case studies.
Examples of Great Branded Content Marketing
Now that branded content marketing and various content types have been explained, let’s take a look at some companies that have managed to use this marketing technique to their advantage in the best way possible.
Red Bull
Red Bull is an example of a terrific content marketing strategy. Almost all of its marketing content revolves around stories that promote its core values, such as taking risks, achieving goals, and athleticism. They put so much effort into their video content marketing strategy that they’ve essentially created their own media production company.
Coca-Cola
Coca-Cola’s ads are not focused on their soft drinks. Instead, they focus on communicating one universal value: happiness. Their ads are about spending time with friends and family, creating memories, and sharing laughter.
As a result, their content marketing is often focused on making their brand synonymous with fun and feeling good. Additionally, their signature colors–red and white–are always center stage, ensuring that you associate their messages with their brand.
Nike
Over the past several years, Nike has created their fair share of viral ads; all focused on values instead of products. In some ads, the company stands against racial issues. In others, it talks about women’s empowerment and what it takes to beat the odds.
Their content marketing efforts are not meant to sell you a particular product but tell you that Nike is all about overcoming adversities and becoming a winner.
Final Words
Branded marketing campaigns help boost brand awareness, credibility, and trust among your target audience. There are many different kinds of branded content, and your industry and brand values will determine which forms of content (and which platforms) are most fitting for your goals.
If you’re new to digital marketing or want to take your campaigns to the next level, Markerly can help! Contact us to discuss your marketing needs and get your digital marketing and influencer campaigns underway.
