The Essence of Branded Content
The appeal of traditional marketing is beginning to fade. Still, according to many experts, it takes three positive interactions before brand recognition takes place. As a professional services firm, what are your interactions? Are you sharing valuable information, your insights from years in the field, or predictions on what the future holds? If so, how are you marketing that knowledge, and have you branded your content?
Branded content is essentially the meshing of marketing with the dissemination of information. It is a more effective form of marketing and often times it is a much less expensive endeavor than traditional marketing methods. Some common forms of branded content include: company social media pages, blog posts, byline articles, company sponsored surveys and web videos.
Why branded content? Audiences have grown tired of the one-way communication of traditional marketing and now seek a more personal way to interact in return for their business. Potential clients don’t want to feel bombarded by marketing speak, they like the message to be “gift wrapped” with information they can use.
Companies, especially in the professional services industries, have capitalized on this shift by creating and pushing content that their clients find useful, in hopes they will return the favor by patronizing their business. The most successful branded content campaigns are the result of companies paying attention to their audience’s interests and providing relevant content accordingly.
Creating a distinguished brand out of a company’s intellectual property, as it relates to its services offered, has many benefits beyond brand recognition. People trust a quality brand and are proud to associate with it and tell others about it. In professional services, branding is especially beneficial because it sets firms apart from the rest.
What content are you getting out there in the marketplace? Have you found time to write? How did you focus your topics? Would love to hear your thoughts.
Lisa Tilt is Founder and President of Full Tilt Consulting (www.FullTiltConsulting.com), a national brand development and content strategy firm. Contact her at lisa(at)fulltiltconsulting(dot)com.
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