Unlike traditional revenue-driven advertising, branded content marketing focuses on creating relevant and value-adding content in order to increase brand awareness and eventually, to build your customer base. Branded content marketing is a place to create and reveal positive, productive content that celebrates the individuality of your company and that engages consumers by revealing your personality. At Skyline, we hereby reveal some of the most effective ways to get your branded content marketing off the ground, we do use:
1. Draft a content strategy
The ultimate goal of branded content marketing is to help your company further hone and clarify your image and messaging. For this reason, it’s important to have a clearly articulated strategy content goes towards telling the cohesive story of your brand. Before embarking on any offline and online campaign, take the time to consider what story you want to tell and make sure that all your content has a unequivocal focus aligned with your stated goals.
2. Create an email newsletter
It may seem outdated, but strong and specific weekly or bi-monthly email newsletters remain one of the most important ways to keep your customers updated and engaged. The unique e-marketplace Of a Kind puts out a twice-monthly newsletter in which the editors share their current obsessions, from food to beauty products to music. These carefully curated newsletters make almost no mention of the site itself, but do go a long way towards establishing the unique voice and perspective of the overall brand.
3. Build a branded blog
Simple but effective, content-driven blogs are one of the best ways to establish your voice as an authority in your field and a vital output of the overall content marketing scene. It would also be the first stop for any curious customer hoping to get a better sense of what your world has to offer and/or what problem you are solving.
4. Engage your professional community and become an authority
When considering your branded content marketing strategy, it’s super important to engage others in your community. Consider participating in online industry forums where you can establish yourself as a problem-solver and thought leader. Free give-away content resources can do double duty, both by establishing your brand as an authority in the field and providing content that is useful and highly shareable, which will go a long way towards increasing your brand awareness.
5. Think viral
The most frequently shared content is not always the most informative or professional. More often, content that is fun, dynamic and playful is what goes viral. Multimedia content such as videos or photos that give your brand a playful or humorous vibe and again, video and image content is easier to digest than blocks of text and also demonstrates to your audience that your brand is current and willing to embrace digital trends, both great qualities to have in today’s connected world.