Branded Content: Build Credibility and Sales

Content is king, but only on the right throne. Posted on Monday, April 23 in Making Your Marketing Work.

Content is KingContent is king, but only on the right throne. In the digital age, both the vehicle in which your advertising messages appear and the advertising messages themselves must interest, inform or entertain today’s media-saturated consumers.

Have you ever heard marketing professionals talk about “engaging” an audience or an “engaged audience”?  Or “premium content” websites and “sticky” content? They’re referring to strong content’s ability to attract an audience, hold its attention, move it to action and keep it coming back. That’s every bit as difficult as it sounds, especially in today’s continuously fragmenting media landscape.

Get Them When They’re Most Engaged

American consumers lead busy, time-compressed lives. What’s more, they’re highly skilled at avoiding advertising and marketing messages they regard as intrusive or a waste of time. Annoy them once too often, and they may even hold a grudge. What’s an advertiser to do? One of the best answers can be found in a unique form of advertising known as branded content (or native advertising).

With Seamless Integration

The term branded content covers a variety of advertising methods, but all share a common characteristic. They create an engaging marketing message and seamlessly integrate it into content that consumers are already seeking. Presenting your advertising in the style and context of the surrounding content allows it to reach audiences at their most receptive. It also makes it far less likely that they will regard your message as an intrusion.

Inspire Action

Branded content can take many forms, such as an article, a blog post, a video, a photo gallery, an infographic, or an interactive online piece. Branded content can boost brand affinity by inspiring, informing, entertaining and interacting with your target audience. At its best, it can generate social media sharing, expanding the scope of your messaging and creating positive word-of-mouth. So it’s no surprise that consumers who engage with branded content report 53% higher purchase intent than those encountering traditional ads. [1]

Credible Source

Another plus? Branded content benefits from the credibility of the medium in which it appears. If, for example, an advertiser’s branded content appears in Courier Journal products, it is undergirded by the integrity of a trusted, highly regarded source of local news and information.

Branded content appearing in Courier Journal channels also benefits from consumers’ faith in the USA TODAY NETWORK, one of America’s most-respected sources of national and international news. Remember, when it comes to branded content, the messenger is as important as the message. If appearing in a particular advertising vehicle will not enhance your brand and your message, avoid it.

Connecting Through Branded Content

Reach the Right Audience

As with any form of advertising, reaching the right audience on the right platforms at the right time is essential to the success of branded content. After all, if content is king, placement is queen. We have the ability to put your brand’s message in front of as many as 580,000 consumers across our integrated solutions, which reflects a reach of 48.6% of adults in the metro Louisville area. But sheer reach alone doesn’t guarantee results, so we’ll work to ensure your message gets in front of the right audience by optimizing across eight different factors, including demographic, geographic, time-of-day and contextual placement to name a few.

Tips for Picking the Right Partner

The bottom line? An organization asking you to consider them as branded content resource must be able to:

  • Be capable of researching and targeting the audience you want.
  • Have the ability to reach that audience wherever it may be, including mobile capabilities.
  • Be able to create quality content, on their behalf and yours.
  • Lend credibility to your brand and your message.
  • Provide data verifying the effectiveness of your advertising efforts.

We Can Help

Are you ready to let your brand do the talking? Courier-Journal Media offers an unparalleled platform for you to give audiences an in-depth view of your business. To learn more about branded content and the latest in digital advertising, download our Digital Trends whitepaper. You can also contact us to get the conversation started.

Ready to Tell Your Story? Download our Digital Trends Whitepaper to Learn How.

Sources: Sharethrough and IPG Media Lab

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