Brands need to ensure their content competes in the myriad of all the other entertainment and stimuli that audiences are confronted with everyday. The content should be credible. The key?
While authenticity may be a desired outcome, it's not a strategy. It’s better to develop your strategy around quality, value and transparency, which then results in content that is both beneficial to the brand and the audience. Successful branded content happens when a brand’s values and messaging are inseparable from the content itself. The end result is authentic and natural, transforming its audience into a community. So, brands need to believe in the content they are producing.
Here are some tips to consider when creating branded content:
Tip 1: Drop the hard sell – It’s almost impossible to make authentic content and push a product at the same time. Audiences are way too savvy for that. Rather, just think of the conversation you want to have with your audience without being too heavy handed. Experiential or event marketing can play a great role here, creating a positive brand experience without the hard sell can generate great content for people to share.
The series ‘The Beauty Inside’ by Intel highlights just how subtle you can be with maximum effect. The brand doesn’t push the product, and while computers can be seen organically in the episodes they are not the feature. The brand idea is at the forefront – along with the metaphor ‘it’s what’s inside that counts’. Honestly, this is one of my all time favourites.
An excellent example is Coca Cola’s seven-and-a-half minute Polar Bears short film, which the brand teamed up with Ridley Scott and the makers of Happy Feet to produce on New Year's Eve 2012/13. Coca-Cola has publicly announced its Content 2020 strategy, which will see the brand rely less on traditional ad agencies for creative ideas, in favour of a collaborative approach to storytelling and content creation.
The series ‘The Beauty Inside’ by Intel highlights just how subtle you can be with maximum effect. The brand doesn’t push the product, and while computers can be seen organically in the episodes they are not the feature, the brand idea is at the forefront – along with the metaphor ‘it’s what’s inside that counts’.
Whether you produce experiential marketing or event, a film, a music video or TV show, the way in which people interact with it will be through personal choice, and on their own terms. So when you are creating your next piece of content, think "how can we be an invited guest to this party, rather than a gatecrasher".
Give it a shot...be authentic…you might like it. More importantly, your customers will.
As always, it would be great to hear your thoughts.
Chieftain is a member of the global Creata Group network.
For more information, please contact:
Steve Fontanot - CEO / Creative Director
e: firstname.lastname@example.org t: +61 (0) 2 9847 4418 w: chieftaincomms.com