A beginner’s guide to branded content

Branded content is a marketing strategy that has gained significant traction in recent years, but it’s nothing new - the first recorded example was in the New York Times, way back in 1872! For brands, using branded content within the publisher environment can be a powerful way to reach potential customers and make a lasting impression.

Here, we'll explore the importance of branded content and the benefits of using it in the editorial environment. Plus, how to create an effective branded content strategy. So, let's get started...

What is branded content?

Branded content refers to any form of content - such as articles, videos, or podcasts - that is created by a brand to promote its products or services in a more engaging and less intrusive manner. Unlike traditional advertising, branded content usually focuses on providing value to the audience through storytelling, information or entertainment, while subtly incorporating the brand's message.

Why brands need branded content

In today's digital world, consumers are constantly bombarded with advertisements, making it difficult for new brands and products to stand out. Online, our eyes experience banner blindness – we’ve become programmed to ignore ads.

Branded content allows brands to differentiate themselves and connect with their target audience in a more meaningful and authentic way. By providing value and building trust, branded content can help establish a strong brand presence and customer loyalty.

Benefits of branded content in credible environments

When branded content is featured in a reputable publisher's environment, it benefits from the trust and credibility that the publisher has established with its audience. Consumers are more likely to engage with and trust the branded content, as they associate it with the quality and reliability of the site.

Branded content within the publisher environment often results in higher engagement levels compared to traditional advertising. This is because the content is designed to be more appealing, relevant, and shareable. By sparking genuine interest and interaction, branded content can create a more profound connection with the target audience, ultimately leading to increased brand awareness.

How to create effective branded content

So, you’re ready to dive in and start working on your first campaign? Here’s 3 key pointers to ensure you hit the ground running…

1. Identify your target audience

Before creating branded content, it's crucial to identify and understand your target audience. This includes their demographics, preferences, and pain points. By gaining insights into the audience, brands can create more relevant and engaging content that resonates with their prospects. Some of the best performing content we run at TAN solves potential customer’s problems - from eating healthily, to getting a degree or buying a home with more space. 

2. Emphasising storytelling and authenticity

Consumers are drawn to stories that evoke emotion and create a connection. By focusing on storytelling and authenticity, brands can create branded content that stands out and leaves a lasting impression. This approach not only engages the audience but also fosters trust and loyalty. Consider including things like social proof and real-life customer testimonials.

3. Continually monitor performance metrics

To assess the effectiveness of branded content campaigns, it's essential to monitor performance metrics such as engagement and click-through rates. By analysing these metrics, brands can identify areas for improvement and make data-driven decisions to optimise their branded content strategy. If budget allows, create several pieces of content and test these against each other – winner stays on!

By following these strategies, brands can successfully harness the power of branded content to increase brand awareness and consideration. For more insights, subscribe to our newsletter or contact us today!