Stories are not all the same and companies and brands have more stories to tell than they realize. The challenge is to make them a good story.

The dynamic and constant innovation of marketing results in the emergence of new strategies all the time. A recent example that has been constantly updated and disseminated is the Branded Content, an innovative solution to the challenges of conveying the message and telling the story of a brand or company.

Branded Content is the creation of content directly related to a brand's universe and relevant to its audiences. Content that isn't intrusive, that isn't about the product/service and can't be exclusively commercial. It's something that informs, educates and entertains. It is the construction of a narrative that is relevant to the consumer. A consumer who, at the current time of communication, assumes multiple identities which, depending on the moment and the need, make them interact in different ways.

The latest data shows that when there is a engagement consumer with branded contentbrand memory is 59% higher than with advertising, namely ad banners. It's a branded content solution, creating content directly related to a brand's universe.

This content needs to be of high quality and relevant to the audience. target audience and makes people closer to brands and have more positive reactions. The likelihood of spending more time in the brand ecosystem increases 14%.

Branded content is positioned at the intersection of information, entertainment, advertising and marketing, it is very flexible and adaptable, it can be developed in a multitude of channels and its success is based on a variety of factors and rules such as: the format or duration does not make the story; viral stories are not born viral and platforms do not determine success, but choosing the right platform is decisive.

Remember that producing content is not an exact science, but there are several questions to answer in order to increase its effectiveness: who is the audience and what topics interest them; the approach to choose is empathetic or useful; and the story to tell is aligned with the brand's values and objectives.

Every brand has realized that telling a well-told story can be decisive. But sometimes it becomes difficult to make the difference between so many good stories. More than buying a product or service, consumers like and will continue to be attracted to brands that can move them and make them feel good. engage.

Because telling a good story can still be a secret to success.