Brand content is the creation of content to promote a brand. It positions the brand as an expert, showing what the company/brand has chosen to focus on, and thus arousing the interest of prospects in a specific, targeted way. Beyond these considerations, brand content will help to establish a brand culture and even create the brand’s DNA.
The aim will be to ensure that the brand content attracts people who identify with it and feed the company’s database. In this way, the brand will be enriched by relevant content on an ongoing and regular basis.
The international association Chief Marketing Officer (CMO) Council has carried out a study showing that 87% of buyers of goods or services say they are influenced by digital brand content. In other words, the digital content that exists around a brand is a key factor in the purchase decision. What are the expectations regarding the nature of this content? An in-depth subject, accessible and easy-to-understand content, an original point of view
Several “content levels”: “easy” content and “in-depth” content
Brand content involves different levels of content: easy-to-understand content (not necessarily the easiest to produce), which is highly visual and interactive, and more serious content, which aims to enhance the brand’s value in relation to the competition through in-depth content highlighting concepts such as innovation or expertise.
More than content: brand storytelling
According to “The B to B Marketer’s Ultimate Guide to Storytelling”, storytelling is a natural way to capture your audience’s attention and reduce critical thinking. The diversity of web media offers a wonderful way of telling these stories without tiring the target audience (infographics, white papers, web-documentaries, etc.). The brand therefore needs to tell its story to lay the foundations for its relationship with its customers.
