It may be challenging for companies to stand out in a market that is becoming increasingly saturated. The stakes are higher than ever, to attract consumer attention. Branded content shows the way.
With customers diverting their attention across several physical and online channels, each of which offers a variety of forms for connecting with distinct target groups, the generation of advertising and communication content has emerged as a critical challenge for companies. As a result, brands are being compelled to produce more content than ever before in order to reach their various target audiences. To cover their most critical platforms and formats, some businesses create thousands of pieces of content each year.
How can marketing teams offer so much information in an efficient and cost-effective way, given these shifts in media consumption and media formats? Let’s look at some cutting-edge approaches that astute marketers should use in 2022.
Make use of a dedicated content creation center
A content factory is a prime hub where tasks like copywriting, producing videos and photos, editing, and post-production are planned and managed. With the help of this hub, brands can easily produce a lot of content under tight time, resources, and financial restrictions. Organizations might create an in-house department or collaborate with a regional, international, or entirely distant agency to do this. It is recommended to determine the kind and location of the hub depending on the corporate goals and its need for control, effective communication, and cost savings.
Introduce people who personify the brand’s basic principles
People want to make purchases from brands whose brands they can relate to and trust. Consumers are more likely to engage with the brand and become customers if they can identify with the characters in the story.
In order for consumers to actually see themselves, it is crucial to acknowledge this and include real tales of real people in branded content. However, authenticity is vital since audiences can tell when an attempt is being made to connect with them and won’t be afraid to point this out, which will have the opposite impact of what was intended.
Strategically plan content and production
Another method for finding more high-quality content within time and financial limits is to invest more in upfront content planning and the proper production setup. This enables marketers to stay organized and foresee the quantity, concept, and format of the content pieces they will create. Creating smaller bits of information that marketers may combine into a much bigger new content piece is known as content stacking, also known as the pyramid approach.
For instance, a team in charge of five product lines may produce video and image content for each one before compiling them into a single long tale. Contrarily, content repurposing is reusing or altering a single more significant piece of content to produce several smaller content types.
Implement and optimize
The branded campaign may now be put into action. It’s crucial to monitor social media content performance while it’s planned and active in order to spot possibilities to improve performance.
Campaign reporting helps marketers keep track of campaign performance both during and after the campaign and alter the content strategy as needed. Marketers can then ensure they are producing content that engages their audience and offers sponsors the best possible performance.