Well, I’ll tell you that here you will learn what this term, so often used in agencies and digital media, means, in addition to knowing and understanding why brands are appropriating the concept to create differentiation among their audience.
Let’s start this way:
What did brands do before?
Throughout their history, brands have used various marketing tools, including advertising .
Advertising, on the other hand, has been responsible for selling products and services through traditional media. However, they only showed the product, its price and its effectiveness against the competition, without generating greater value or differentiation and, even worse, without becoming part of the daily life of people who were faced with the communication of a particular brand.
What are brands doing now?
By popular demand, brands are now focusing on understanding the market and people’s behavior from a psychological and anthropological perspective, among many other areas of knowledge, thereby better capturing what people want and when they want it.
The role of technology and its multiple presentation formats is very important here. That is why brands now understand the user and seek the resources to be where they are.
What is Brand Content?
By understanding what Content Marketing is , we can more easily understand Brand Content , as it would be its
most appropriate translation into Spanish, since the primary objective of the latter is the creation of relevant content that highlights the benefits of a product or service.
The idea is to create strong links between brands and people. This is not an easy point, because there is no specific method, recipe or mathematical solution to stand out among so much advertising noise, but there are some recommendations that, if applied properly, will help you create better brand content.
What does Brand Content do?
Brand Content creates brand differentiating jordan mobile database elements. The first thing you will have to take into account is the quality of the content. This must be creative and really thought out in terms of people’s needs. It must stand out for its originality and creativity.
Another important point is to make the brand part of the story you are telling and not make it feel forced when selling a product or service. The content must be digestible for the reader and leave a message that interests the audience.
Brand Content itself seeks to make people feel identified with the brand, not for its product but for its history, its added brand value, and to get people to look for brand content on a daily basis for its relevance and interest in their own lives.
Recommendations for the use of Brand Content
The first recommendation is based on integrating digital media and its branded content with traditional media, that is, creating strategies that have the capacity to survive in both media, traditional and digital, coexisting with each other, to provide more complete and integrated solutions.
The second recommendation is about having a digital mindset, meaning that the more digital your content can be, the better. You have to understand that people who used to frequent media such as TV, radio and press yesterday, now do so more frequently through technological devices such as mobile phones, tablets, iPads, among others, which provides a new perspective on communication, consumption and marketing channels and which forces brands to be where people are. In this way, they manage to open up new contact spaces for brands and new options for users.
Differences between Brand
After delving into the first meanings of Brand Content, you noticed that it is very similar to the definition we found for Content Marketing, right? But they do not have the same meaning.
So we will explain their differences a little better below:
- Brand Content is the way to convey a strategy through the true value of content that impacts people. At the same time, it achieves affinity and differentiation through characteristics that capture the audience’s attention. Some of these characteristics are found in humor, interest, entertainment. We are talking about that extra, that added value that will make your audience see you and not your competitor so that they follow you because you offer content that others do not.
- On the other hand, we find that content marketing seeks an effective way to distribute these differential contents, it seeks the ideal techniques to optimize and distribute these contents.
- Another key difference is that the communication approach that Brand Content offers us seeks to build loyalty in new audiences by satisfying the needs generated by the audience through a message that manages to capture their attention for its content value and not for the tangible value of the product.
Brands that have done Brand Content effectively
Red Bull case
A clear example of Brand Content in a brand’s what are the ideal situations to have a koi? digital strategy is the energy drink product that has the slogan “It gives you wings.” That’s right, RedBull. In 2012, the brand gave value to content through the famous record-breaking jump from the stratosphere. A jump that Mr. Baumgartner made.
How did the brand create brand content?
RedBull developed a Brand Content strategy by accompanying the process from start to finish. It reflected its brand on the spaceship that took Baumgartner into the stratosphere, with its logos impregnated on the clothing worn by the astronaut and through content that revolved around the news.
The movement generated a free-press campaign worldwide.
See how the jump went here .
Popeye is another example of the good use of Brand Content
Did you know that the famous cartoon Popeye was created to encourage the consumption of spinach in the United States?
That’s right, the North American chamber of major spinach producers created the cartoon Popeye the Sailor , so that the country’s children could identify with the character and be motivated to eat the vegetable, without the need to tell them “Buy the best spinach in North America, the one that Popeye eats.”
Instead, they created an action figure that received extra strength from spinach without ever mentioning it as a product in a marketing offering.
Although the concept of Brand Content did not exist in 1929, it is undoubtedly a great example of its use.
Beer brands in Colombia create good examples of Brand Content
In this case, it is Poker’s turn, a Colombian brewery that was a pioneer in generating this type of differentiating content in the country’s category and that today has won awards for the versatility and differentiation when it comes to showing its product content.
The Brand Content strategy was carried out through an entertainment web series called Entre panas , which tells the story of 4 ordinary friends, with stories that could happen to anyone and where humor and entertainment play a fundamental role in the differential value of Brand Content and where beer, as a commercial product, takes a backseat.
To visit the web series and see the example, click here .
Remember that…
Brand Content is based on content that is part of asb directory people’s stories, that entertains and provides added value so that a user remembers your brand and not that of the competition.
Brand Content is about generating emotional ties with people, which can enter their top of mind and top of heart , through the value of content and not a product as such.
We hope we have helped you better understand the concept of Brand Content and its differences with Content Marketing.
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