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May 31

Branded Content: Clarification, Differentiation and Relevance

Branded Content it is a way of associating the brand with information or entertainment, which is often more valuable to the consumer than an association with advertising, is often ignored or even counterproductive.

But for it to be effective and successful, it is necessary to have, from the outset, the notion that, given the speed in the digital world, there is less time to plan and that the monitoring and management of content gain importance. Actions and reactions have to be almost instantaneous, as the public's focus of attention is dispersed and shifting and opportunities for visibility are rare.

Branded Content forces you to be aware and understand what is happening with the public and try to maintain interest and engagement as long as possible, and differentiation and relevance are also decisive. Content that is different, that arouses curiosity, causes surprise and exceeds public expectations is more likely to generate interest, and eventually, leads. But for that it has to be relevant.

Once Branded content relies on social networks, it will only be disseminated if it is relevant. Interest will be proportional to your share. if fails the commitment of the first people who have contact with the content, it will not be considered relevant and shared, “dying” before reaching the general public.

Emphasis is also placed on the importance of aligning the Branded content with other content developed in order to enhance the results, visibility and dissemination of a brand, its products and services. which is not the same as content marketing. This is a common confusion and not even the Branded content is a subcategory of content marketing, despite sharing tools.

No Branded content the entire focus is on positioning and brand awareness, while in content marketing, working on the brand can be one of the focuses, but it's not the only one. Another point of departure is the commercial issue.

Content marketing seeks to exert a direct influence to increase sales, which culminates in the so-called sales funnel, developed to guide the consumer through all the steps, from discovering the company, to the purchase decision. Already the influence of Branded content on sales is indirect. It develops from the public's feeling towards the brand, and that feeling is nurtured in a subtle way.

An example is an action Branded content demonstrating how a particular company prioritizes sustainability, which leads consumers to develop more respect and empathy for the organization. But not necessarily to purchase your products or services. Furthermore Branded content works with a campaign model very similar to that used in traditional advertising, with content designed for a specific and temporary context, while content marketing requires continuity, regularity and consistency.

Despite all the differences, the Branded content and non-competitive and mutually exclusive content marketing. Strictly speaking, the two strategies are complementary and thus used are a guarantee of an exponential increase in the brand awarness and, consequently, the results. At the base of this complementarity, and the success of these strategies, is a good and well-told story.

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