Branded Content, its Role, and How to Create It Effectively
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In running a business, there is no doubt that content has a significant role in having an impact on decisions. Sometimes without realizing it, there are comments, taglines or promos on social media, influencing your way of thinking.
This is known as branded content, whose role is often used by business people to influence their image in the eyes of consumers and the public. However, branded content is also different from advertising in several quite significant contexts.
What is branded content?
Branded content is a form of paid content created to support or promote a particular brand. This content is created to provide added value to the audience while still introducing or strengthening the brand's values.
The main goal of branded content is to build deeper relationships and closeness between brands and users, not just marketing products or services. Branded content is different from conventional advertising, because the way it works is quite different. Branded content really avoids distributing advertisements that are too visible.
The way it works is by influencing the emotional side of the audience and pouring it into media that makes them not feel like they are buying because of the ad. Without realizing it, consumers will decide to use a product because they are influenced by campaigns from branded content, whether from social media, email, events and websites.
There are several important elements related to how branded content works as a whole, here are the explanations.
1. Study product value
Branded content must reflect the values, personality and message of the brand you are working with. This helps the content team to be consistent in every communication and strengthens the brand image in the eyes of consumers.
2. Do not sell directly
In contrast to conventional advertising which focuses on selling products or services, branded content places greater emphasis on providing information, entertainment or educational value.
Advertisements offered by branded content tend to be soft selling, so it is hoped that the audience or consumers will not feel disturbed by the sales content.
3. Have various types of content
Branded content has quite a variety of formats, such as articles, videos, podcasts and interactive infographics. Creativity in content creation is very important to attract attention and maintain audience interest.
4. The importance of storytelling
Generally, branded content has a narrative and storyline that helps create an emotional bond with the audience. This story allows them to feel connected to the product and brand.
Therefore, interaction and engagement with the audience is very important. This interaction can be seen from comments, likes, shares, number of voting respondents, or participation in contests or other activities that involve the audience.
If you look at the points above, branded content has a different marketing and product promotion approach. Branded content does not focus on products and services, but the story and value of the audience towards the product.
The role of branded content in marketing strategy
Branded content is a long-term investment for your brand. If you do it well and correctly, this strategy can strengthen audience loyalty and become a topic of conversation for many people.
Take, for example, a baby carrier brand created a series of short videos about playing with children. The video includes interviews with the child's parents who share their experiences raising their little ones.
The sling brand shared the video on its social media account. Then encourage the brand's audience to comment and share parenting stories with each other. When people hear the name of the sling brand, people will have a good impression of the brand because it supports healthy parenting.
When the audience's emotions are connected and the message from the brand is conveyed, they will become loyal consumers and will of course talk about and recommend the product to those closest to them. Well, that's where branded content comes into play.
How to create effective branded content
To create good and effective branded content in making your audience connect with your brand, here are several steps you can take.
1. Understand what the brand wants
It is very important for you to know, understand and identify what the brand wants from the audience. The reason is, this information can become a message value that will be communicated well through creating content that includes the following questions.
- How is your brand different from others?
- What are your expectations when other people hear your brand name?
- What problems can be solved if the audience uses your brand?
- How do you want to create content that makes your audience feel?
Through the questions above, you can start to develop the identity of the brand you are starting, so you can create branded content that is right on target.
2. Create content that addresses the audience directly
Good branded content is content that prioritizes the audience by relying on consumers' emotions, because that is what they like.
Conventional advertising methods will market in the manner of "This is our product, come on, like it and buy it!". However, branded content will offer it by trying to care about problems and inviting target consumers to discuss them. A branded content approach will make the audience more emotionally connected without compromising the values of the brand.
3. Start telling a story
Your branded content must tell something because it will be remembered by the audience. The story is based on the brand values that you want to spread to the wider community. Basically, branded content is the art of telling stories. Through good narration, your content should have:
- deep character,
- impressive introduction,
- arouse the audience's emotions,
- little conflict,
- ends with a brand message that leaves an impression on the audience.
You can also work with influencers who match the values of your brand. Also make sure that the influencer has loyal followers and authentic content. Choosing figures to work with also increases the value of your brand.
Branded content is a potential method for increasing audience trust in a brand, even attracting people who are not interested. Branded content can be one way to make it easier for consumers to find products, this can be a consideration for managers when designing it through the Digital Marketing Fundamentals program.
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