So you’ve taken your brand online. You have a website, a Facebook page, maybe even an Instagram or Twitter account. You create (or try to create) regular content for all these platforms. You try SEO, banner ads, all those new marketing and advertising terms that are so trendy nowadays.

For a time, it seems as if it might be working. You get leads, inquiries, conversions, sales.

But slowly, you notice that this isn’t enough. Your competition is creating what some like to call ‘trending’ content. They are getting more likes, clicks, follows, and views. So you ask yourself, your team, your agency: what more should we do?

The thing is, you’re not the only brand online, or even the only brand in your industry who’s sharing similar content, on the same channels, to the same target audience. Everyday, more and more brands are shifting to the digital space, just like you.

While it’s essential to be present on these social media marketing platforms, your target audience is constantly being bombarded with more content than they can possibly consume. This is called content shock.

Also, annoyed Internet users have resorted to ad removal apps, making it harder for us to get our message across. Social media networks like Facebook have adopted new algorithms to address the influx of advertisements. The value of our Facebook ad budgets have decreased as well, limiting our reach.

So how does one beat content shock and make audiences actually want to hear us out?

One way to do this is to make unique, creative executions that go beyond what we see on the newsfeed. Think beyond a Facebook product post or a GIF asking your audience a question. Delve deeper into what your customers want, where they are, and what they do. Doing this will get them to talk — willingly and happily — about your brand.

Branded Content

Marketers now know that forcing people to consume information about their products or services does not fulfill their objectives. Interrupting the minutes that they spend browsing online or watching TV no longer works — so they have decided to work the other way around.

The solution is to create branded content. This type of content aims to first provide entertaining content for their viewers, and then to insert elements of the brand. This could include product shots, endorsers, or even brand values.

This approach warmed the audience up and made them receptive to the brand’s message. Instead of an in-your-face approach where the content was all about the brand, this content was all about what the audience cared about: values, family, friends, a lifestyle, an aspiration.

Usage of Branded Content

Branded content gains traction online, simply because it is more interesting for the general audience. This type of content is more engaging and shareable, and it highlights the relevance of your brand within that particular situation or target market.

Branded content can come in the form of a short film, a movie, or a documentary. But for cost-efficiency, quick widespread reach, and measurability, posting branded content on your social media channels is the way to go.

Now the million peso question is: how does branded content convert to sales? Studies show that it is best to release product-centric content after some time that the branded content has gained traction. There must be a form of “follow through” in all of your channels.

Branded Content in the B2C Sector

One example of branded content in the B2C sector is the digital shift of Banco Santander, Europe’s largest and most popular bank. Banco Santander managed to redefine a traditional service to a millennial audience through a content-based communication strategy.

Banco Santander, a Spanish Multinational Bank, was known to be a “grandfather’s bank”. It was the oldest and largest bank in Europe and millennials had the impression that it was a distant, old, and traditional type of bank — not something that they would want to deal with.

Studies by the bank saw the opportunity in the millennial market, so they set out to change the audience’s perception of their brand. They launched a campaign that combined both branded content and promos designed for the younger market.

Banco Santander provided perks and offers such as free tickets to concerts or shows. Knowing that millennials loved to travel, they provided more ATMs. And because their research showed that most millennials didn’t own cars, they made it easier for them to rent one.

Aside from this, Banco Santander saw that their target market were digital natives who loved Netflix and social media, and hated advertising. They also learned that these millennials didn’t care much about money, but valued intangible things such as self-realization and experiences. Putting all this together, the bank came up with a short film entitled “Beyond Money.”

Following the success of the short film, Banco Santander launched a separate campaign that focused on their products. They garnered a lot of sign-ups from this tactical campaign, thanks to the increased brand awareness and engagement. More than that, Banco Santander was able to change the target market’s perception of their brand.

Branded Content in the B2B Sector

The branded content approach can also be used by B2B brands. Creating useful, informative content that educates the target market provides a ‘teaser’ about your services, while also showing how you provide value vs. the competition. One example of this is our own VitaMins by VCS series.

Don’t Be Content with Just Content

Content marketing has come a long way from just being for the big brands or the innovators. Nowadays, almost everyone can come up with some form of content marketing. It all boils down to how strategically creative that content is.

As innovative marketers, we must change the way we think about CONTENT. People don’t want to be sold to. They want to learn how to solve their problems. Learn how to do things faster. Learn how to make life better. And these are things that your brand can show them through the use of branded content.

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We believe that content should go beyond just providing brand-centric information on your channels. It should be appealing, engaging, and shareable. To do this, we apply the principle of Strategic Creativity across all content that we produce. This helps us find the best possible solutions for our clients.

Have you tried using branded content in your marketing strategy? Tell us about your experience in the comments below!