Branded content comes in many forms, from video adverts to thought leadership appearing in newspapers and magazines. When developed and marketed successfully, such content can raise brand awareness, influence purchasing decisions and help firms to achieve strategic business goals.
But what makes branded content “good”? And how can brands ensure the effectiveness of their content marketing strategy?
There is a growing consensus among marketers that good content aims to influence both hearts and minds. As a starting point, it should be informative, intelligent and guided by data-driven insights. But it must also be relatable, enticing and empathetic to the challenges that customers are facing. Balancing these attributes is no easy task – it is a matter of both art and science.
The benefits of getting the balance right are potentially significant. Nearly two-thirds of B2B buyers engage with at least three pieces of branded content before reaching out to a sales representative, according to research by ON24, a digital events platform. The ability therefore to create engaging content could be the difference between making a sale or not.