Branded content is a sales strategy that uses content to engage the user. Engaging branded content helps form lasting connections to your audience because it informs and educates through memorable storytelling. But which clients are the best fit for branded content?
Your community bank might sponsor a series on personal finance. A local hospital could sponsor a segment on healthy living. A museum might create a video highlight at home art projects for children. There are so many reasons why branded content is an effective advertising tool. As a sales rep, you can learn to listen to keywords during sales calls that will trigger a content marketing solution for certain clients.
WHEN?
The advertiser has a lot of information to share
The advertiser has a great story to tell (most will!)
The advertiser has a product or service that involves complex decision making (cars, homes, etc.)
The advertiser has new products
The advertiser is a bit outside the box (a cannabis retailer, for example)
WHAT?
Education
Consideration
Persuasion
Research
Brand Affinity
WHY?
Increased likability
Opinion leadership
Can help with search
Boosts social traffic
Increases intent to buy
Long-lasting benefits
Start with industries that automatically align with the above factors, like:
Health & medical
Financial institutions
Colleges & universities
Museums
Childcare services
Branded content is a great solution for a variety of local advertisers because every brand has a story to tell. As a local media outlet, you have the avenue and distribution to share their story, educate your audience and provide solutions to problems!
The Meta Branded Content Project is designed through a strategic partnership between the Meta Journalism Project, Local Media Association and the Local Media Consortium to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.