Branded content management varies from other marketing concepts for it focuses on the brand’s culture and values, rather than its products and services. However, due to the growing attribution to user experience, branded content management is now making a big comeback. As a website copywriter, it is important that you know the basics of writing branded content management. Some consumers want their brand values promoted on different ad campaigns, especially nowadays that businesses are getting their audiences online. Let’s think of good brands such as Starbucks as an example, they deliver value to the end consumer who visit them beyond just a cup of coffee.
Their have some of the main characteristics of branded content management that we need to know as a website copywriter are:
1. Championing brand values.
Branded content management focuses on its values, and not on the features of its products and services. Which is when writing copy, we have to discuss the brand’s culture and attributes, or the things that make it a household name today. This is probably where you can exercise your creative juices the most when writing website copy. Indeed, it can be challenging at first because people go to company websites to check out their products, not their brand history.
2. It aims to generate conversation.
Branded content management goes beyond transactions. It doesn’t end after converting someone into a customer. This type of content aims to make an impact to the audience and spark conversations around the brand. The aim of brand content is not just to make sales conversions, but to be mentioned everywhere. This approach then becomes useful in website copy, particularly when you are building the brand name and would want to make it viral across online platforms.
3. It values the user.
The branded content management also responsibility a lot for its end users. The writing copy should be under the context that the brand improves user experience, and that it shares the values that its users have. For example,branded content in direct response copy concentrates on sharing the shared pain and aspirations of its audience. Readers become heavily engaged in this type of copy, for they see the brand as someone who cares for them and gives them solutions to address their problems at the same time.
4. Appeal to emotions.
In addition, branded content management is heavily invested in appealing to emotions. Rather than promote a product or service directly, it aims to put its audiences in an environment where their emotions are easily triggered to the point that they can build a relationship with the brand later on. This kind of approach is important among brands, particularly those who want to get ahead of the competition.
5. It invests in storytelling.
Lastly, branded content management goes beyond the informational or persuasive approaches to marketing. Instead, it invests in storytelling. It puts audiences in a controlled environment where they can relate to the situation, feel that they are one with the characters in the story, and together with the brand, they can face and overcome the struggles they are experiencing.
Voice-over is very important in branded content, since it’s the primary way to make audiences see and feel the brand’s attributes, and from there convert them into loyal customers.
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