Advantages of Branded Content Management

Branded content management is a commerce approach that affect creating content linked to a brand that allows consumers to make the connection with the brand. It is focused on the values of the brand and, not on its products or its services.

Branded content management does not focus on products and services. Although brand products can appear in the branded content, they are not the main focus nor are they directly talked about. Instead, the content is focused on the more abstract values and brand story. Although it can adopt the format of a classic video spot, it is based more on the intangible qualities of the brand than on the specific advantages of its offer.

To take a closer look at this topic, we will further define the main advantages of branded content management:

1. It is not invasive.

Current digital advertising, with methods such as banners that hinder navigation, increasingly generate more rejection among users. Instead, branded content management seeks to attract them naturally and make them want to get closer to our brand.

2. Generates an emotional connection with the brand.

The best branded contents management are capable of telling stories that excite the audience. This emotion will be associated with our brand, making users remember it for a long time.

3. It has the potential to go viral.

Its is presented in shareable formats that are very attractive for the audience, and and this often leads to the content being shared through social networks. It can quickly generate a “snowball” effect that can go a long way.

4. Improves the positioning of the brand.

Instead of just repeating a slogan, this type of content tells a story that represents the values we want to associate with the brand. In this way, the positive associations and the characteristics associated with our brand are registered in the minds of the audience.

5. Generates engagement and loyalty.

Branded content  management not only seeks to be consumed passively, as in the case of traditional ads, but wants to provoke responses in users. Thus, the audience engages with the brand at a much deeper level and eventually integrates it as part of their customer identity.

6. It can help to promote traffic and leads.

Although it is associated more with notoriety and branding metrics, a good branded content management campaign can also serve to bring a large amount of traffic to our website and start introducing users to the conversion funnel.

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