The last few years have been more critical than ever to produce great content. It needs to offer value, support, advice, information, and most importantly, it needs to be branded. Your current audience and the people you are trying to reach have to be able to recognize you and what you do.
But it is more than just something nice to add to your website or your social media. Branded content just does better than any other type.
In very basic terms, branded content is content that a brand will release on its own platforms and social media. It’s exclusive to the brand. It should be authentic and in the brand TOV too.
There is an art to it, which is why working with brand experts is a must, not a maybe – and why you need to invest in branded content.
Everything you put into the world from your company should be to increase your engagement, and with branded content it is easier than ever. Your branded content on your Instagram channel, a stunning video where you were working with a video production company will entice people to visit your website.
Kissmetrics stated that 45% of people are likely to seek out more content from a brand after seeing traditional advertising. And that is nothing to be sniffed at!
Social media and digital content are consumed rapidly across the globe. It is part of our lives. You’ll be hard-pressed to find someone that doesn’t have social media and use it multiple times a day.
Your branded content enables you to build trust and show your authenticity. Research backs this too; in 2015 BCG Consumer Survey released stats that show 51% of US consumers won’t engage with a brand unless a level of trust is established.
It is not enough to post a photo of your product or wax lyrical about your services. Instead, you need to tell a story about what you are doing. And it is your branded story content that will convert the engagement to sales.
Good branded content is relatable, emotes some emotion, and will be worth sharing in the eyes of your audience. Your audience is unlikely to share traditional adverts, but they are likely to share something happy, funny, or interesting.
Branded content offers a unique combination of traditional advertising and connection with the audience.
Reach is further increased with the opportunity for brands to align themselves with influencers and social media personalities with a similar audience—further cementing that the brand is authentic and trustworthy.
The collaboration will offer new and exciting content that remains on brand and is delivered directly to potential buyers. Organic reach for most companies isn’t that high across most social media platforms compared to influencers or other posts.
Buzzsumo looked at 880 million Facebook posts published by brands and found that their engagement rate dropped significantly over the first 6 months of 2017.
This is why the focus moved from that type of posting to branded collaborations.
Investing time and money into your branded content isn’t just a smart move; it’s the only move that will keep your business moving forward.
What should you do if you aren’t there yet, though? Well, you need to nail your branding, and here is how: Take Your Branding To The Next Level – Amanda Krill.