Advertisers have learned that it’s no longer enough to educate the content consumer. Through branded content, advertisers have the opportunity to really engage with their audience in a new and better way while maintaining the purity of content marketing. An interactive format also goes well with your CTA. They are even more drawn to buy if they see relatable accounts by other customers. With this approach, you’re not just telling people about what your products can do. It makes them want to be in a similar position as the customer giving the testimonial. Most advertisers assume the branded piece speaks for itself so they don’t need a CTA. With this group, the intention is also to tell the reader what to do without actually telling them in order to maintain credibility. Readers want to be told what to do. A subtle but effective CTA that not only boosts your brand recognition but also maintains transparency and credibility is necessary.
Now, more than ever before, brands are on constant lookout for content integration opportunities. Advertisers have learned that it’s no longer enough to educate the content consumer. They have realized that it pays to educate consumers with a sound and well-projected intention.
Through branded content, advertisers have the opportunity to really engage with their audience in a new and better way while maintaining the purity of content marketing.
Speaking on the findings of his company in 2016, Unmetric co-founder and CEO Lux Narayan told Adweek, “this year really showed that there is an appetite and attention span for longer branded content if it’s authentic and tells a story that resonates well with people, not merely as consumers but universally as humans.”
Bottom line: Branded content is working and it’s no longer limited to 30-second videos and few-hundred-words blog posts.
So, how can you make it work for you? Below are five tips on how to boost your advertising programs with content:
1. Incorporate an interactive format.
Creating your content in an interactive format allows you to speak more directly and start a conversation with your audience by, for example, asking questions and giving them room to give their opinion or voice preference.
An interactive format also goes well with your CTA. For instance, quizzical posts like, “What kind of home best suits your lifestyle?” or “Do you need to switch banks?” may revolve around results that suggest certain brands are best positioned for specific audiences. With such a title, you can even go deeper with micro-questions that lead the customer on without aggressively advertising your brand.
If you know your audience well, this approach can help you better retarget since you can aim to go for specific reader segments and nudge them to look up your brand.
2. Leverage testimonials.
It’s a known fact that people will buy from brands they trust and can identify with. They are even more drawn to buy if they see relatable accounts by other…
COMMENTS