In an increasingly saturated market, the stakes are higher than ever to capture audience attention, and it can be difficult for brands to stand out from the crowd.
Creating content is a valuable way to make yourself known to your audience, but how can a brand distinguish itself if every company creates content?
The most successful marketers know that it’s all about telling stories, and one of the ways to tell these stories is through branded content. In this post, learn what branded content is, why it’s important, and discover high-quality examples from existing businesses that you can use to inspire your own.
What is branded content?
Branded content is directly related to your brand and shares your values in a way that evokes an emotional response in your audiences and allows them to understand what you stand for.
This content can be in the form of a blog, a YouTube video, a news article — really, anything works. It can help you build brand awareness, increase loyalty, and leave an impression on your audience beyond the products and services you sell.
There may be some confusion about how branded content marketing is different from content marketing you may be familiar with, and we’ll discuss the difference below.
What is the difference between branded content marketing and content marketing?
Branded content is about highlighting your business’ message, values, and story for all audiences to see. It isn’t tailored to and shared with a specific segment of your audience; it is for everyone.
On the other hand, content marketing is targeted to specific audiences and focuses on highlighting your products and services. The aim is to drive leads and sales, while branded content marketing hopes to raise awareness, inspire, and inform.
Importance of Branded Content
No matter how effective technology platforms become in delivering content, people will flock to the same things that have always moved them. We are suckers for great stories — narratives that remind us of our humanity. Marketing professionals know that no one can resist a good story, and they use it to their full advantage.
A compelling story may be enough to evoke interest in your brand but to improve its discoverability, you need to create non-linear content that veers away from single direction brand storytelling. Consider creating personalized experiences to engage your target market more effectively.
In Gary Viray's article “6 Lessons About Non-Linear Content That SEOs Need to Know,” he explains the ability of non-linear content to facilitate brand discovery. According to him, "Connecting varying content to serve your restless audience is the way to nudge the search engines to rank your content. Full-circle coverage of your brand using different media is what feeds the search engines, which leads to your brand discovery."
Branded Content Strategy
So, how can you create brand stories that will move your audience without sounding like a self-centered salesperson? Let’s discuss.
1. Show, don’t tell.
Your branded content aims to tell a story, but simply telling it is not enough. You need to show your audiences how great you are by genuinely sharing your brand's beliefs in the content you create.
For example, while you can say, “We are committed to environmental stewardship,” how are you committed to environmental stewardship? You could create content that shows audiences how you’re committed to continuously practicing this value, like a tour of how your facilities use environmentally friendly practices to make your products.
A compelling story entertains your audience, educates them, makes them curious about your brand, and stays in their heads.
This means that you should specifically create your content to tap into a specific emotion, like happiness, to elicit a customer response. Your messages should inspire your audience to get involved, change their perspective on something, and inspire them to continue doing business with you because you’ve piqued their interest.
3. Introduce characters that audiences relate to and who personify the brand’s core values.
People like to buy from brands they believe in — brands they can identify with.
If they see people in your stories that they can relate to, they are more likely to connect with your brand, which makes them more likely to become customers. It’s important to recognize this, and use real stories of real people in your branded content, so your audiences can truly see themselves.
It is, however, essential to be genuine, as audiences can pick up on inauthentic attempts to make a connection and won’t hesitate to call this out, bringing about the opposite desired effect.
4. Create stories that highlight the benefits of your product or service.
As a marketer, it’s your responsibility to show people what’s good about your product or service. While your branded content won’t focus on advertising your products as regular marketing content, it’s important to highlight their benefits in a new light to show your audience what you’re about.
Let’s go over some examples of brands that have done an excellent job creating branded content that you can use for inspiration.
Best Branded Content Examples
Dove - Real Beauty
Dove’s Real Beauty campaign is a powerful example of branded content that touches on female empowerment, one of its core brand values.
In the video below, a forensic artist draws a group of women individually. Each woman gives descriptions of herself, and the artist sketches according to how she describes herself. A stranger then describes how she sees the woman, and the artist draws another illustration based on that description.
The women are shocked to see the two sketches, which are entirely different from each other. The video highlights that women don’t always see themselves in a good light, or even in the same way that a stranger may see them. Dove created this campaign to teach women to love themselves, and its message resonated with its audience.
Nike - Play New
Nike’s hallmark slogan, Just Do It, describes its commitment to selling products and services that anyone can use, regardless of who they are. Nike empowers their audiences to dispel any beliefs they may have about themselves and their fitness ability and just to do it if they want to do it, no matter what.
Its recent “Play New” campaign shares this message with its audience. In the video shown below, people are playing various sports and not excelling at them. But, the narrator says that it’s essential to go for it, even if you’re terrible, and Nike is there to cheer you on from the sidelines. While they don’t take center stage, the video depicts people using Nike products, supporting the message that they’re for everyone, regardless of ability.
Patagonia - Hasta La Raíz
Patagonia is a clothing company that is committed to environmental activism in all forms, like sustainable clothing practices, social justice, and protecting the environment.
Their new campaign, Hasta La Raíz, translated to English as Down to the Root, tells of Javier Zamora, who began working as a farmhand and eventually worked his way to the top, as he now owns an organic farm.
The video’s primary focus is that 97% of farmworkers are Hispanic, but only 4% own farms. Patagonia is partnering with the Agriculture and Land-Based Training Association (ALBA) to ensure that others can do what Zamora did — displaying their commitment to environmental social justice and sustainable farming.
Again, this branded content isn’t meant to promote their products and encourage sales, but those in the video are wearing Patagonia clothing while doing their work.
Getting your message across in an intensely competitive market can be challenging, but it's worth the effort. Find your brand's humanity and core values, and begin creating branded content that shapes minds and inspire hearts.
Originally published Jun 21, 2021 7:00:00 AM, updated June 21 2021