Increase your brand’s online visibility with branded content and understand the value it adds to your business beyond generic content.
Gaining and keeping brand visibility is critical in digital space. As people learn to ignore commercials, traditional techniques of advertising are losing their potency. Because of this change in consumer habits, marketers have started using branded content.
This blog delves into the ways in which branded content can boost your brand’s visibility in B2B and general marketing and provides data from authoritative sources to back up these claims.
Branded Content
Now we use branded content that creates content subtly promoting your brand and its values to the various target audiences and how likely they are to consider the message or content personally relevant to them.
Applications of Branded Content
1. Engaging with Consumers as Well as Establishing Trust
Branded content is primarily about consumers. It should engage and reward them with real value rather than simply selling products or services. Jayson Trust: " By the Time Inc. study published in Marketing Dive, 90% of audiences want custom content from the brand rather than traditional advertising.
2. Promotes Sharing
Most branded content and thus most viral content are shareable. Sharing your content works like nothing else when it comes down to having it resonate with your audience-.
3. Better Recall and Recognition
-that were mentioned in the earlier study by Better SEO and Search Rankings
4. Branded content often includes relevant keywords and valuable information, which can improve your website’s search engine rankings. HubSpot reports that companies that publish 16 or more blog posts per month receive 3.5 times more traffic than those publishing four or fewer.
5. Extended Reach through Influencers
Partnering with influencers makes it possible for a brand to exponentially increase its reach. For instance, Influencer Marketing Hub reveals that every dollar spent on influencer marketing by a business earned an average of $5.78.
Tips for Effective Branded Content
To derive maximum benefits from branded content, the following tips should be kept in mind:
1. Know Your Audience:
Understanding your Targer's customers will be able to know what resonates in their preferences, needs, and pain areas.
2. Authenticity Matters:
Authenticity is central to trust. Your content should therefore be aligned to what your brand stands for and believes in.
3. Quality Over Quantity:
Quality should be the focus instead of flooding the internet with tons of content.
4. Use Data Analytics:
Monitor results from branded content to keep fine-tuning your strategy.
5. Consistent:
Consistency in Brand Voice and Style across all your content.
Branded Content in B2B
Let's look at some numbers to discover why it's a huge game-changer in B2B marketing:
1. Establishes Credibility and Trust:
Most of the buyers in a B2B marketplace tend to rely on and trust brand equity. In other words, branded content should mark your brand as the top expert in the industry, thereby lending itself credibility amongst your potential clients.
2. Lengthy, Complex Sales Cycles:
Typically, B2B marketers have a long and complex decision journey. Branded content engages customers at various stages so that when this extended journey occurs, your name stays at the top of the list.
3. Educational Focus:
B2B customers tend to look for informative pieces that will help them make well-informed decisions. This is how branded content fulfills their needs; by providing such insights and solutions.
4. Word-of-mouth and referrals:
Good branded content is mostly within the professional world, and little word-of-mouth and referrals can be expected.
ROI of Branded Content
According to the Content Marketing Institute (Published in Search engine journal ), 73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
Success Stories in B2B Branded Content
Two prime examples of B2B brands using branded content effectively are Adobe’s CMO.com and IBM’s Think Marketing. Adobe’s CMO.com offers valuable marketing insights, showcasing Adobe’s expertise while catering to its target audience—marketing professionals.
IBM’s Think Marketing focuses on content that explores various aspects of marketing, technology, and business strategy, positioning IBM as a thought leader in the B2B tech space.
Here are the key takeaways and strategies:
Leverage branded content usage for B2B marketing by:
1. Knowing Your Audience:
Create content that speaks directly to their needs and challenges.
2. Thought Leadership:
Make your brand a thought leader by producing detailed industry insights and research reports.
3. Educational Resources:
Offer educational content that helps your audience solve problems and make informed decisions.
4. Measurement and Iteration:
Continuously measure the performance of your branded content and refine your strategy based on data.
5. Branded content is not just a trend:
it’s a proven strategy for enhancing brand visibility, building trust, and driving results in both B2B and broader marketing contexts.
In current times where traditional advertising wanes, branded content shines. It captivates audiences, builds trust, and enhances recall.
From B2B to B2C, the formula remains consistent: know your audience, lead with expertise, educate, and adapt. It’s the key to lasting brand visibility and success in the modern market. And to this value of branded content to your brand connect with us now!