At a time when we would be exposed daily to around 2 images, 000 visual stimuli, 20 different words and 000 brands (of which we only remember ten *), it seems that the need to stand out is more important than ever. A well-executed content strategy can bring both brand awareness and credibility. On the contrary, a consumer may turn away when seeing content offered by a brand. Based on this observation, how do you create THE content that will allow you to achieve your objectives? Overview and golden rules of brand content!
Brand content, was ist das?
The brand content is both the Michelin guide, the RedBull diving competition or a simple blog post from a brand. Put simply, it's any content created by a brand that serves a strategy.
Unlike "sponsorship", where the brand is associated with content created by others, the particularity of brand content is that it produces it itself or with the help of a content agency, specializing in exercise. This second solution ensures real know-how in the format and can prove to be a good choice but requires a certain budget.
no offense to all those who are obsessed with ROI, but we notice that brand content is essentially beneficial to the notoriety of a brand. In the short term, it is better not to expect any returns at the risk of being disappointed! On the other hand, brands that create quality content provide proof of their expertise in their field. Which is more difficult to measure but represents definite advantages in the long term.
The 4 golden rules of brand content
- Always keep in mind that making content to make content is no use. Alone contents quality (whether they are "serious" or entertaining) may be of benefit to you
- « The error in communication is to have fun », This sentence from Virginie de Barnier must become your mantra. Create relevant and / or entertaining content for your audience. Seek to please your audience and put your own desires aside, you will come out the winners!
- Analyze your impact: indicators such as the click-through rate, but also the commitment and the time spent viewing your content can be valuable to you for understand the desires of your audience and adapt to it as best you can (subtle reference to point 2, just in case ...)
- Even if your belly button is very pretty, unfortunately (or fortunately) the world does not revolve around it. So take some purchase and stop talking about your brand! As the experts Daniel Bô and Matthieu Guével say: “behave like a media”!
"We don't have oil but we have ideas"
The idea is that creating content is less expensive than a “classic” advertising campaign. In an age where influencers are king (or almost), original, entertaining and quality content can go viral and even get press coverage without putting out a dollar in a media campaign.
Another advantage is that brand content creates a long-lasting relationship between the brand and the public. It is therefore an opportunity to work on the values of your brand while demonstrating your expertise in a field.
In some cases, it even happens to represent additional income. An example ? The Michelin Guide, the form is different, the content is there: the content reinforces the reputation and the notoriety of the brand and above all, it is useful for its consumers by responding to a need.
As you will have understood, a content strategy can be a good way to create a lasting link with your audience. The key remains to accept the few rules above and innovate while keeping them in mind. So, are you ready to play the game?
Brief brand content
- Quality, the keystone of a content strategy
- Bring useful information to your audience
- Optimize your content by analyzing its impact
- Take some distance from your brand
* Source: Gérard Caron, “The neurons of the brand”, Revue française de marketing n ° 176, 2000.
