If content is “KING”? Then marketing must be “QUEEN”! But who is heir to the content-throne? Well, according to Marketing Magazine, branded-content is.
What is Branded-Content?
Branded content is not a new marketing concept. It is essentially a fusion between advertising and entertainment. It is intended to be distributed as entertainment content but with a highly branded quality. Branded content is generally funded entirely by a brand or corporation; with a strong message and creative content, it can prove to be very effective…even viral!
Here’s a simple example of branded content by AT&T:
Marketing Magazine conducted a survey on the consumption and use of branded content in Canada. When asked what consumers dislike about branded content, 32% suggested it is too intrusive and that the information is misleading.
Interestingly enough, the survey suggests that only 6% of those surveyed like branded content for its entertainment! This tells us that consumers still pay strong attention to the content and are concerned about the quality of it. Nothing new really.
The most successful branded content programs that I’ve seen are usually telling a story – so it keeps the audience engaged…”What’s going to happened next?” They blend the advertising message in a seamless and transparent fashion, literally making it a part of the storytelling, while still getting the information across to the consumer. So, you’re not trying to sell but rather tell a story and identify a problem. Then let the consumer make the connection with the brand as a solution to the problem. The AT&T example above is a bit more apparent (logo at the end) but you don’t see it at all throughout the video.
Branded content can be an effective and inexpensive small business marketing strategy for B2B small businesses; it definitely compliments a small business Internet marketing plan. Also, it doesn’t have to be in the form of a video; it can be in the form of an article (“advertorial”) or even in person.
In fact, 51 percent of B2B marketers recently identified content marketing as their number one source for leads, with sales activities only accounting for 29 percent, according to a recent study by B2B Magazine.
The marketing tool box is full with a variety of tools – like any exceptional tradesman, you have to identify which tool is right for the job and it will do the work for you!
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