In Peru and around the world, in order to attract more audiences and generate sales, many brands have opted for branded content , the advertising strategy that aims to transmit the experience of using a product or service, or the values that a brand seeks to position. But beyond the reputational, advertising or commercial approach, content brands are positioned as a more natural solution that prioritizes content as a product.
What is Content brands?
The commitment to content brands means not offering anything directly or highlighting the virtues of the brand, but rather creating movements, trends or educating the market. To achieve this, permanent editorial work is key to properly structure, adapt and direct the content in order to create audiences. Therefore, applying this strategy requires a turkish mobile number lot of time, dedication and patience. A notable characteristic of content brands is the use of their own media; that is, companies decide to create websites or specialized magazines. This is the case of 1% for the Planet , promoted by the clothing brand Patagonia, which commits companies to donate at least 1% of annual sales directly to environmental organizations.
Sainsbury’s , the second largest supermarket chain in the United Kingdom, launched its own magazine where it publishes recipes to make the most of seasonal ingredients and food trends. Another example of content brands is NasDaily , an initiative by Nuseir Yassin, which was born in 2016 creating daily one-minute video content about travel, people and iconic places around the world. Today, the community of followers is more than 60 million, and in addition to generating content, it now offers an academy, technological solutions, among other initiatives.
Building communities as a goal
In a context where content abounds and millions of them are created in different formats and platforms, the like , the heart or the viewing of the video should not be the objective that brands pursue. With content brands it is possible to aim for a more sophisticated objective that in the long term can be more beneficial: creating communities from subscribers. In this way, companies obtain names, surnames, ages, interests, among other important data that will allow strengthening the community.
Having a community available allows brands to know what pain points they have, what they are looking for, as well as what content they like and what they don't. The company that is linked to this data intelligence has the great advantage of drawing useful conclusions for the launch of new products.
Thanks to the information they have, they will know what the market requires. In other words, it could be said that they will not need a market study, since, in a way, they have done it with the content. Hence the importance of betting on this strategy.
An example is Moz (previously called SEOmoz), which started out as a blog creating content based on interviews with global SEO experts. Over time, it became a consultancy that implemented tools for SEO optimization.