You’ve likely heard the mantra — content is king, but not all content is created equally. Branded content is quickly emerging as the true leader.
The reason for the meteoric rise is simple – the trust factor. Two in three consumers trust branded content more than traditional advertising, according to a study by Time Inc.
What is branded content?
In its simplest terms, branded content is funded or by an advertiser, but is not traditional advertising. There are three basic categories of branded content: sponsored editorial, custom content (where you see the brand slightly throughout the content but without product descriptions), and heavily integrated custom content (content that has a lot of brand messaging, product placements, etc.). Unlike traditional advertising, consumers actually WANT to read branded content.
When creating branded content, don’t just focus on your products or services. Instead, focus on your customer’s needs and create a narrative around them. Storytelling, like the kind of content used on Instagram and Snapchat, allows potential patients to feel like they already know you, like you, and trust you before they ever come to your office.
Here’s a crash course in developing branded content that resonates:
- Describe an issue that is on the minds of your target audience. (If you’re not sure what that may be, just ask them.)
- Explain the impact of that issue on their lives and reassure them that they are not alone.
- Describe why it is important to understand and resolve this issue or treat the problem.
- Share the outcomes of other patients who you have helped with the same or similar issue.
- Offer info on best solutions.
- Place companion display ads alongside branded content to increase your results.
Keep in mind that sponsored or branded content needs to be labeled as such, in line with the FCC rules on social media posts and Instagram influencers.
Need some help with your content strategy? Drop us a line at Anne@wendylewisco.com
