Good branded content can make 30-second spots look like quaint, elbow-in-the-ribs sitcoms from the '60s. Consumers now expect more authentic content from their brands and less "selling." This quantum jump from push marketing to more robust storytelling occurred quickly, but it is here to stay.
Social media and the resulting transparency make the latest generation of consumers savvier and less tolerant of traditional styles of advertising. Plus, with media consumption growing and fracturing at the same time, it behooves marketers to entertain and bring value to their customers’ lives instead of simply adding a list of specs.
So what are the keys to great branded content?
- Research. Understand your target audience — branded content that fails to connect with consumers can have a negative impact.
- Authenticity. The best branded content connects with the customers who understand your brand and want to align themselves with your philosophy.
- Accessibility. Now more than ever, people want access to their brands — to feel like a part of their culture and that they are being heard. Use content to connect with people, allowing them to connect with your brand.
- Storytelling. This is important. Get better at storytelling. Nearly all new media that have come online in the past decade are avenues for people to tell their stories. Your brand shouldn’t be any different.