Branded Content: Visibility Strategy for Your Brand

Brand affinity. Connection. Notoriety. Emotions. Needs.

These are the terms related to what we call Branded Content.

Do you want to know the definition of branded content and some examples of campaigns that have succeeded with major brands or well-known figures in the Digital Marketing sector in Spain?

Yes, SEO is important, but it must be combined with other options to strengthen it, and one of those options that must be included in your Inbound Marketing strategy is Branded Content.

What is Branded Content

Do you watch TV at least once a day?

Have you noticed that the vast majority of ads no longer just promote a product or service?

Now ads are taking a different path.

For some time now, advertising has been focused on another direction closely related to the emotions of the user on the other side of the screen.

And it doesn't just happen on TV. It also happens on the Internet.

[su_note note_color=»#cee9f6″]Big brands want their values to be well defined and for the emotions they evoke in potential buyers to be etched in their minds.[/su_note]

They want to be brands that are remembered, associated with a smell, a mood, a feeling.

And many are achieving this.

Or don’t you see how family cars emphasize safety and tranquility while traveling with children?

Or how they talk about passion, power, and highlight a free driving style when it comes to cars aimed at a young audience?

And perfumes? Do you want to talk about perfumes?

No need. You already know. Desire, passion, love, beauty… that’s the direction.

The point is that the new advertising has to evoke emotions. It has to make a “click” in the consumer to awaken some kind of feeling.

And that is precisely what is perfected with Branded Content.

Branded content is a content generation strategy focused on connecting the brand, product, or service with the consumer.

If you can connect your target's need with their problem and present your product or service as the solution through an emotional storytelling, you have the key to stand out and create a bond with your consumers.

And what are the benefits of including it in your online marketing strategy?

Thanks to Branded Content, you will achieve:

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• New customers, as you will be able to attract the attention of new users.
• Brand loyalty.
• More engagement and interaction.
• More virality.
• Increased sales.

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How to Create a Branded Content Campaign

There are many ways to work with Branded Content on a website. The most common is usually writing content for the blog in combination with social media posts or paid ads.

Whatever channel you use to reach your potential consumers, be clear that the image and values you convey must be coherent. For example, you cannot write in your blog in a casual style and then have a customer service that is very “stiff”.

[su_note note_color=»#cee9f6″]The image and values you convey through your content must be consistent with the rest of the company’s activities that are presented to the public.[/su_note]

That said, how do you create a successful campaign in the realm of branded content?

Through content marketing.

You can use your brand or company blog as a base and from there, social media, paid advertising, an ebook, or the already famous press releases.

Branded Content + Press Releases

By now, we know that a branded content strategy must be innovative, grab attention, and connect with the target audience.

But how do you do it to ensure your campaign has maximum visibility?

Exactly. Through press releases.

Publishing a sponsored article in an online newspaper has many advantages, but in the aspect that interests us, it will help you:

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• Gain more visibility and more web traffic to your page.
• Improve your brand image and reputation.
• Reach a target audience that does not know you yet.
• Promote a new product or service from your company.
• Virality, getting people to talk about your brand.

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You don’t need to publish a commercial press release; with Unancor, you can also publish press releases in standard news format, written by their professional writers based on your instructions.

Try the service here:

[su_button url=»https://www.unancor.com/notas-prensa-premium/» target=»blank» background=»#fe603c» color=»#ffffff» size=»8″ center=»yes» icon_color=»#000000″]PREMIUM PRESS RELEASES[/su_button]

Or, if you prefer, you can write a press release yourself, send it, and we will publish it in the medium of your choice.

Examples of Branded Content

If until now you have only thought about large companies and brands and believe that this type of strategy does not solve anything for you, I have to tell you one thing:

YOU ARE WRONG.

Branded content is very valuable even for promoting your personal brand. Let’s look at some examples that can give you ideas for your next strategy:

Netflix

Lastly, I would like to highlight Netflix's branded content strategy, one of my favorites.

Specifically, Netflix launched an advertising campaign to promote the series Orange is the New Black and did so through the publication of an article in the New York Times (the strategy of publishing in newspapers, as you will see, works wonders if done well)

Well, if you combine the female prison system, with an image of women dressed in the typically orange garment we see in the series, a bunch of interactive multimedia elements, quality text, and a title that invites debate (Women inmates: why the male model doesn’t work), you have the perfect advertising campaign to succeed and for the rest of the media to echo your press release. Netflix did it.

Do you want a branded content campaign like Netflix? More than 2

Samsung

As I am a supporter of Android, I will not provide examples of Apple campaigns, which have some very good ones, to be fair.

This time I will talk about one of Samsung's best advertising campaigns:

This campaign tells the story of a man, Neil Harbisson, who suffers from a color vision-related disease (color blindness). He has an antenna implanted in his head that allows him to hear colors.

In the video, you can see his day-to-day life in the city and how he strives to make people understand that his antenna is part of his body.

Samsung does not appear anywhere, but the idea that modern technology impacts current communication is present.

Well, the video won the first prize for branded content at the Tribeca Film Festival in 2016.

An original content that adds value to the audience and does not seem like brand content. It was simply perfect.

Balay

Another example that you will surely remember, although I haven’t seen it in a while, is Balay.

The ads for this appliance brand have taken a turn since 2012, and they no longer advertise the company's products, but rather people.

Balay has focused on showcasing its workers and making us think of the brand as a lifelong brand. As a family of people dedicated wholeheartedly to ensuring quality in the manufacturing and maintenance of Balay appliances.

The public sees work and effort behind a brand, and this is achieved through the storytelling used in the brand's advertising campaigns. Without a doubt, a good branded content strategy that makes them different from the rest.

In this commercial, the workers thank you for trusting Balay:

https://youtu.be/ZOB1BbvIQ80

And you, what are you waiting for to start thinking about your next branded content campaign to promote your brand, company, product, or service?

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