Videos, blog articles, posts on social networks… Brand content can take many forms, but always serves the brand image. What is brand content and how do you put in place a strategy that works? In this article, find out everything there is to know about this content strategy that serves different purposes! Brand content: definition Brand content, as the name suggests, is branded content. For a given brand, it is a question of producing content, not explicitly advertising content, but in connection with the values it wishes to promote. The goal of brand content? Influence your target through emotion, storytelling and creativity, in order to create a strong bond with them . In short, it is necessary to do story-telling aimed at enhancing the brand image, based on axes that will win the support of the target audience.
Note that successful brand content must be qualitative: the visual identity of the brand is used to Kazakhstan Phone Number List convey a strong message, in connection with societal issues, for example. The objective is to succeed in creating a link with the consumer, which can go through emotion or entertainment. Ideally, a brand content campaign should go viral. CTA-LB-inbound-marketing Brand content: examples Over the years, many brands have rubbed shoulders with the exercise of brand content, with more or less successful attempts. We invite you to discover a series of examples of the most inspiring brand content. From the Michelin Guide to Guinness World Records: examples of historical brand content Michelin tires made brand content even before the term existed, by launching the first Michelin Guide in 1900. At first consisting only of garage owners’ addresses and advertisements, the Guide gradually turned to the census good tables, before classifying them from 1920, until becoming the bible we know today. An innovative idea, which met the needs of the tire manufacturer’s target : motorists who use the road and want to eat well. At the border between content marketing and brand content, this approach was then followed by the beer brand Guinness with its book of records, or even by household appliance brands which began to produce recipe books.
But because these examples respond more to a need for practical information than they relate to emotion, they are only the beginnings of brand content. For brand content to function fully, it must be as entertaining as it is moving, in a word: engaging. RedBull: spectacular videos Do you remember Felix Baumgartner? In 2012, this Austrian parachutist broke three world records, including that of the highest free fall and that of the highest manned balloon flight, by performing a jump from the stratosphere. In accordance with its slogan “RedBull gives wings” , the energy drink brand had hit hard during this brand content operation. With this supersonic free fall at over 1,357 km / h, it has known how to associate its name with the taste for risk. Since then, she has done it again by producing multiple extreme sports videos, always very impressive. If the RedBull logo is present in a corner of the video and on sports equipment, the brand’s presence ends there, and we don’t necessarily even see the famous soda can.