Level Up Webinar: Branded Content
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Hosted By Brandon Buras, Executive Director of Branded Content with Hearst Newspapers In our connective world, consumers expect a deeper connection with the brands they choose to do business with. This only increases during a time of crisis as 1 in 3 millennials expect their top brands to be communicating more. With the current changes in our daily routines, you have the opportunity to give your customers what they are craving more are than ever at this time.
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Level Up Webinar: Branded Content
- 2. Your customers are looking for you. Is your content marketing plan ready?
- 3. BRANDON BURAS, EXECUTIVE DIRECTOR OF BRANDED CONTENT Brandon is the head of our branded content division, StoryStudio. As the ringleader of this solutions-oriented team, they work with brands to create and define opportunities that brands can elevate their storytelling. With a deep understanding of consumer engagement, Brandon has been able to work with top brands to create content lead campaigns aimed to inspire, enlighten, educate, and drive results. His experience spans many industries, including Retail, Real Estate, Healthcare, and Travel.
- 4. A WAS NOT IN MY
- 5. Source
- 6. SOURCE: Comscore Media Metrix Custom Reporting 417MILLION 392MILLION FEB 3 – FEB 9 FEB 10 – FEB 16 FEB 17 – FEB 23 FEB 24 – MAR 1 MAR 2 – MAR 8 MAR 9 – MAR 15 MAR 16 – MAR 122 TOTAL DIGITAL VISITS AMONG TOP DIGITAL NEWS SITES AGGREGATE OF ~40 SELECT NEWS SITES 630MILLION HIGHEST WEEK OF NEWS VISITS IN 2020 + 68% VS. WEEK OF FEB 17–23 + 18% VS. PREVIOUS WEEK
- 7. SOURCE: Comscore Media Metrix Custom Reporting 727MILLION 760MILLION FEB 3 – FEB 9 FEB 10 – FEB 16 FEB 17 – FEB 23 FEB 24 – MAR 1 MAR 2 – MAR 8 MAR 9 – MAR 15 MAR 16 – MAR 122 TOTAL DIGITAL VISITS AMONG TOP RETAILER SITES AGGREGATE OF AMAZON, TARGET, WALMART, COSTCO, BEST BUY 817MILLION HIGHEST WEEK OF RETAIL VISITS IN 2020 + 11% VS. WEEK OF FEB 17–23 + 3% VS. PREVIOUS WEEK
- 8. CAN A CREATE WHY PEOPLE LOVE BRANDS WHAT IS BRANDED CONTENT FOUNDATION OF CONTENT IMMEDIATE OPPORTUNITIES
- 9. Source PEOPLE WOULDN’T CARE IF 77% OF BRANDS DISAPPEARED. Source: meaningful-brands.com, 2019
- 10. WHAT BRANDS COME TO MIND
- 11. {trust} [1] a: assured reliance on the character, ability, strength, or truth of someone or something [noun] Source: Demand Metrics, Invesp 59% of shoppers prefer to buy new products from the brands they trust. 82% of consumers feel more positive about a brand after reading customized content.
- 12. OF PEOPLE EXPECT BRANDS TO PRODUCE CONTENT THAT ENTERTAINS, PROVIDES SOLUTIONS AND PRODUCES EXPERIENCES AND EVENTS. Source: meaningful-brands.com, 2019
- 13. is content that is linked to a brand that allows consumers to make a connection with that brand. It is a marketing technique that does not involve traditional advertising. Its purpose is to drive engagement through content and often exists in mediums such as videos, podcasts, articles, and even live events. Branded content does not focus on the actual product as it does the quality of the brand itself.
- 14. ELEVATING BRAND AWARENESS THROUGH BRANDED CONTENT 25% 54% 60% Display Ad Branded Content Branded Content + Display PAIRING DISPLAY ADS WITH BRANDED CONTENT MAKES RECALL EVEN STRONGER 6% Increase In Brand Recall Source: Forbes Branded Content Study
- 16. 58% OF BRAND CONTENT IS NOT MEANINGFUL Source: meaningful-brands.com, 2019
- 18. DEFINING YOUR CAMPAIGN GOALS STEP 1 36% 38% 48% 49% 51% 55% 61% 65% 75% 84% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Drive attendance to in-person events Build a subscribed audience Generate sales/revenue Nurture subscribers/audiences/leads Support the launch of a new product Build loyalty with existing clients/customers Generate demand/leads Build credibility/trust Educate audience(s) Create brand awareness Base: B2C content markets. Aided list, multiple responses permitted. 2020 B2C Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs GOALS B2C MARKETERS HAVE ACHIEVED BY USING CONTENT MARKETING SUCCESSFULLY IN LAST 12 MONTHS
- 19. ESTABLISHING YOUR AUDIENCE Age & Gender Education + Job Role Family Details Location Interests & Hobbies DEMOGRAPHIC DETIALS GOALS AND CHALLENGES What is the preferred communication type for the industry? Are there specific social channels or trade organizations? HOW TO REACH THEM Expectations specific to your industry Fears and challenges of the industry? STEP 2
- 20. DISCOVERING STEP 3 YOUR STORY INSPIRE INFORM EDUCATE REWARD ENTERTAIN HELP THE ROLES OF CONTENT 6
- 21. STARTING WITH THE WHY WHY HOW WHAT WE KNOW HOW WE DO IT… WE KNOW WHAT WE DO IT… FEW PEOPLE OR ORGANIZATIONS KNOW WHY THEY DO WHAT THEY DO THE GOLDEN CIRCLE NEOCORTEX BRAIN LIMBIC BRAIN Source: Simon Sinek, StartWithWhy
- 22. Because People Matter We're in the people business. We just happen to sell groceries.
- 23. AWARNESS PURCHASE RATIONALEMOTIONAL EN TER TA IN EDUCATE C O N VIN C E IN SPIR E VIDEOQUIZES COMETITIONS ARTICLES PRESS RELEASE PRODUCT DEMO CALCULATORS CASE STUDIES REVIEWS ENDORSEMENTS EVENTS INFOGRAPHICS WHITE PAPERS PRODUCT FEATURES DEFINING YOUR CAMPAIGN GOALS STEP 4
- 24. GOOD STORIES DESERVED TO BE SEEN STEP 5 1. On Site SEO 2. Social Media Organic 3. Email Owned Database 4. Print Collateral 5. In-Store Activations 6. Brand Ambassadors
- 25. BRANDED CONTENT + TRUSTED VOICES Engaged consumers show greater purchasing consideration when content is located on a respected publisher 7% Purchase Consideration 22% Purchase Consideration
- 26. Website Traffic Page Views Video Views Downloads BRAND AWARNESS Social Shares Comments Forwards Time on Content ENGAGMENT Returning Visitors Social Followers Unsubscribe Rates RENTION & LOYALTY REPORT, ANALYZE, REPEAT STEP 6
- 27. X X BE OPEN TO FEEDBACK Look for reinforcement that you are providing value in your content strategy.
- 28. COMMUNICATE CHANGES VITRUAL CONNECTIONS PROVIDE HELP & SUPPORT …OR MAYBE YOU HAVE TO TIME TO MAKE THAT 2020 MARKETING PLAN!
- 29. CONTENT CREATORS Telling stories is in our DNA! For over 118 years we have told the stories that matter most to our community. CONTENT DISTRIBUTORS We reach the largest audience in Texas. We use our vast network to reach your target audience.