Content Marketing field guide·Specialist guide·5 min read
Introduction to Content Marketing and Branding
Brand content marketing creates a strong connection between your customer and your brand. Here’s how to get started in the world of branded content.
Branded content can be one of the most powerful tools in a brand’s marketing toolkit. Using branded content effectively can create a meaningful connection between your customer and your brand. It can also help you build a stronger brand identity, differentiate your brand from competitors, increase brand awareness, and build a strong and loyal customer base over time.
Let’s explore how to use branded content to establish your brand and forge a stronger connection with your customer base.
What is Branded Content Marketing
Simply put, branded content is content that is created or sponsored by a brand. It is built and deployed with the goal of promoting your brand as well as, potentially, your products and services.
Branded content is designed to engage your consumers more subtly than traditional content marketing. It often takes the form of articles, videos, podcasts, social media posts, and other types of content that provide value to your target audience while also subtly incorporating brand messaging. The strategy of branded content marketing is that it aims to entertain, inform, or educate your audience while also reinforcing your brand’s identity and values. Research suggests that 94% of customers recommend brands they connect with emotionally.[1]
Differences Between Brand Marketing and Content Marketing
Brand marketing and content marketing are similar in many ways but ultimately serve different purposes within a marketing strategy.
Brand marketing focuses on promoting your brand identity, brand values, and your brand image. Content marketing, on the other hand, focuses on creating and distributing valuable content to attract and engage your target audience.
While brand marketing promotes your brand, content marketing aims to provide value to your consumers with informative, entertaining, and educational content.
Brand marketing strategies often include advertising campaigns, sponsorships, events, public relations, and brand messaging across various channels. Content marketing strategies typically include creating blog posts, articles, videos, podcasts, social media posts, and other forms of content.
Examples of Brand Content Marketing
Once you have a solid baseline understanding of what brand content marketing is, you’ll begin to see examples of it everywhere you look. Here are a few successful examples from recent years.
- Starbucks’ “Upstanders” Series: Starbucks created the “Upstanders” series, a collection of short films, podcasts, and articles highlighting stories of individuals making a positive impact in their communities. These stories cover a wide range of topics, from social justice and environmental activism to acts of kindness and innovation. In doing so, Starbucks has aligned itself with values of social responsibility and community involvement, reinforcing its brand as more than just a coffee company but also a force for good in the world.
- Adidas’s “All Day” Fitness App: Adidas developed the “All Day” fitness app as part of its branded content marketing strategy to engage with fitness enthusiasts. The app offers personalized workout plans, nutrition advice, mindfulness exercises, and lifestyle tips to help users achieve their health and wellness goals. By providing valuable content and interactive features, Adidas has reinforced its brand identity as a promoter of an active lifestyle and has built a community of engaged users. The “All Day” app serves as a platform for Adidas to connect with its audience and strengthen brand loyalty.
- Nike’s “Breaking2” Documentary: Nike’s “Breaking2” initiative was created to help break the two-hour time limit thought to be the minimum time required to complete a marathon. The documentary not only showcased Nike’s innovative approach to sports performance but also highlighted the dedication and determination of the athletes. By telling a compelling story, Nike was able to build trust and reinforce its brand as a leader in sports innovation and performance.
How to Create a Brand Content Marketing Strategy
Like any marketing strategy, assembling an effective branded content marketing strategy takes time, expertise, and a willingness to experiment. Here are some steps to get you started.
- Define your goals: Start by clearly defining your objectives for your branded content strategy. Identify what you aim to achieve, whether it’s increasing brand awareness, driving website traffic, generating leads, or boosting sales.
- Define your audience: Know your target market inside and out. Understand your target audience’s demographics, interests, preferences, and pain points so you know how to make content that resonates with them.
- Understand your brand identity: If you don’t already have a well-defined unique value proposition, brand personality, and brand voice, start here. Understand what sets your brand apart from competitors and how you want to be thought of by your audience. Your branded content should reflect and reinforce your brand identity.
- Conduct research and begin the ideation process: Conduct research to identify relevant topics and themes that align with your brand as well as resonate with your audience. Then, brainstorm ideas for content that provides value to your audience while subtly incorporating your brand messaging.
- Create content: Once you have your ideas and topics, begin creating your branded content. Develop high-quality, engaging, and shareable content for your target audience.
- Distribute and promote: Develop a plan for distributing and promoting your branded content across the channels where your target audience is the most active. This may include websites, social media, content platforms, and partnerships with influencers or other brands.
- Measure and optimize: This is the crucial step, yet it often gets overlooked. Establish key performance indicators to track the success of your branded content marketing efforts, and monitor your results. Analyze your metrics regularly to identify areas for improvement. Use this feedback to optimize your content for even better results in the future.
What Does Brand Content Marketing Look Like At DIGITECH?
DIGITECH offers a wide spectrum of digital marketing opportunities, including the creation, implementation, and management of unique content marketing strategies. These strategies are intended to get you the right leads at the right time and to nurture those leads into happy customers who connect with your brand and stay loyal over time.
Ready to Get Started?
When you’re ready to dive into the world of brand content marketing, DIGITECH is here to help guide you to success.