Letting Your Brand Work For You
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Blogging, social media, web management, public relations... All these platforms work collectively to issue branded content. What is it and why is it so important? This presentation aims to shed light on the what, why, and how of branded content in the modern age of marketing.
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Letting Your Brand Work For You
- 1. LETTINGYOUR BRANDWORK FORYOU Taras Kufel • October 2018
- 3. What is a brand? A brand is fundamentally the personality of a business.
- 4. Definitions Commonly recognized as a logo representing commerce or service
- 5. Definitions Also the narrative behind the services
- 6. Not all advertising is branded content
- 7. Branded content is articles, videos, podcasts, and other live elements that bring relevant value to the consumer.
- 8. Multipurpose branding rich visuals news & concise messages engaging, high-impact stories Core principles
- 9. Traditional advertising is now being deemed “interruptive advertising.” Audiences are getting over that.
- 10. There’s a desire to form relationships with what we consume.
- 12. • Brand recall is 59 percent higher for branded content than display and native ads. • Consumers are nearly 50% more likely to look for additional content from a company after a single impression of branded content. • Intent to purchase/spend increases by 14% IPG Media Lab + Forbes Evaluate The Current State of Branded Content - 2016
- 13. Create Goals and MESSAGE WITH A PURPOSE
- 14. WHEN IS THE LAST TIME YOU REFRESHED YOUR PRESENCE?
- 16. Average attention span in 2000 Average attention span of a goldfish Average attention span in 2013 Average time you have to make an impression online
- 18. Set milestones (visits, clicks, dollars) Record performance (analytics) React to results (continue, modify, stop?) Good Better Best
- 19. IMPACT YOUR GOALS WITH DATA
- 20. Impact Goals 1. Be consistent 2. Update regularly 3. Vary the execution 4. Get found 5. Be social
- 22. Thanks Taras.Kufel@SUNY.edu SUNY Manager of Digital Engagement @TKufel
Editor's Notes
- Education, like all segmented markets, are part of a global experience online. The market has expanded beyond the traditional.
- The way we/businesses look
- What we/business do. This matters for marketing. Do we sell this in ads? We should be selling a brand and branded experience.
- We can sell our brands in a number of ways, but (above)
- It is traditionally more consumer-focused on an emotional level, to resonate. Content marketing focuses on lead-generation and sales.
- People don’t want to be removed from the environment they’re in with a 30-60 second spot that is not involved with the theme.
- Branded content starts at home. Our own digital properties need to develop our messages before our marketing/PR selves take it to the outside. A native web story can introduce the topic, and then a branded content output (paid or not) can deliver the marketing spin with elements of ROI and outcomes for the consumer.
- Our efforts to engage should be aimed to meet our efforts at growth. If growth is the goal, engagement (as in marketing) is too, in order to drive that growth.
- https://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/ - 2016
- We develop content with an intended purpose of conversion and ROI. Not to simply share mission statements and other already-knowns.
- As we optimize our visual media, we need to optimize our written work too.
- How long is our attention? Common study from 2015 - National Center for Biotechnology Information, U.S. National Library of Medicine. Often debunked, but still interesting.
- Targeted marketing with shared interest like we talked about before. As we get deeper into branded content, we need to be more aware of comparisons we make to raise ourselves above the competition.
- 1 – don’t change tone for new ad opportunities. Make people familiar with who you are. 2 – New messages that stick to a theme will engage people more than not. 3 – Go with different media types – written work to infographics, video, animation, and more to give people different views. 4 – SEO friendly! People need to find you 5 – Make it social. Influencers and friends are your best marketers. If they share/react, you win.