The branded content will help us convey our brand experience to our audience, but how? That is the key to our success.
The traditional marketing designed the product or service considering the advantages it offered its audience and companies focused on the features and benefits of its products or services. In the new context of digital marketing, the product or service of a company has become a simple way to connect audiences with their brand. This has been appointed brand engagement and brand experience.
According to a study by Outbrain, The State of Content Marketing 2012, 100% of brand marketers and agencies surveyed use content marketing in their marketing strategies. In 87% of cases, the video is the most common form of branded content. Social media is the most popular channel used by marketers to drive traffic to the site, 96% of respondents currently use them. Social media, advertising and video content marketing are considered as the most effective tactics used for brand engagement.
The goal of our company is to engage our customers with our brand, let them experience a memorable form of consumption. It is necessary for our customers to become fans of our brand, product or service. Brands must be much more than the identity of the product. The challenge is to make our mark in providing experiences to our consumers.
So what is the best way to create content related to the brand for a suitable brand engagement? It mainly depends on what type of brand we are, there are brands that with the creation of a video has a high response rate while others can achieve the same answer using pictures and graphics. It is also important to note the target audience for our content, not all sectors respond equally to the same type of content.
These are the different ways to create content, but how to convey this to consumers? Social media continues to grow in importance as a content marketing tactic. Social networks like Twitter, Facebook and YouTube are the most common to distribute digital content brand. Other traffic acquisition tactics are: paid search marketing (SEM), display advertising and optimizing search results (SEO), among others.
The marketing should focus on conversing with customers, with honesty and sincerity, replacing persuasion. The aim of the brand should not only be the persuasion. Brands need to show his audience that the two of them share a lifestyle in common and give them a way to understand the world and relate.