In today's digital world, where everything changes, brands have been forced to invest in innovation in the field of marketing, implementing new promotional formulas to publicize their products and/or services, but above all, they have given greater importance to the quality of their publications.
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In this context, companies have opted for various strategies that revolve around content, known as: branded content and content marketing. Two terms that, despite their similarities, are not exactly the same. That is why we are going to explain the differences between both.
Branded content
Branded content is a set of techniques mexico business email list brands use to connect with customers through creative content that provides value. This value can be provided through entertainment or informational content, but the most important thing is that it must be created by the brand that finances it, that is, content developed by a third party cannot be used.
The intention of this content production is to ensure that the public remembers the brand when a need arises. A common strategy in channels with large audiences, such as social media or television shows.
The objectives of branded content are the following:
Position the brand in the market.
Enhance brand value by conveying a leadership position .
Promote word-of-mouth marketing because when the content is good, consumers start talking about it.
Become a reference in your niche .
It is important to remember that the objective, in general, is not the direct sale of a product, but rather the positioning of the brand in a differentiated way. Basically, it is about developing a good relationship with the public.
Content Marketing
The proposal here is completely different. Despite maintaining the focus on the relationship with the public, content marketing is about searching, analyzing, classifying and editing interesting content of an informative nature for the target audience. In this case, we are talking about content that has been created by third parties, so there is no need to invest in own production.
Digital content distribution optimization techniques, such as SEO or social media promotion, are important for the best possible distribution of content.
The objectives of content marketing are:
Perceive the brand as an authority, ensuring greater consumer confidence.
Improve the organic reach of the brand since, by producing relevant content on a certain subject, which does not directly refer to the promotion of a product, organic positioning can be expected.
Generate audience engagement : Audiences feel more engaged when they have access to rich content that helps them make smart purchasing decisions, rather than just encountering ads with the benefits offered by a brand.
Increase lead conversion .
It is clear that both strategies seek quality content, however, while branded content appeals to feelings and tries to transmit the values of a brand to potential customers through the production of multimedia content, content marketing creates methods with a conventional tone to achieve positioning, gain the loyalty of readers and reach the maximum number of potential customers.