Social media: how to manage your brand content to develop your brand awareness?
Social media marketing has fueled the growth and transformation of branded content. Now, for a marketer, it's impossible to ignore social networks when creating branded content. In 2022, brand awareness and visibility are built primarily on these communication channels. But how can you stand out from the competition with content alone, on these platforms flooded with messages and information? For businesses and brands, there's only one answer: to reach users, you must offer creative, authentic, high-quality, and above all, unique branded content. In this article, our social media agency reveals the best strategy to adopt to boost your visibility on social networks through branded content.
What is brand content?
Before we give you the basics of a successful brand content strategy, let's start by defining what we mean by brand content. By definition, brand content is a marketing strategy that consists of showcasing a brand, its products, or its services through scripted content. In other words, it's a form of advertising content, but with a much more original and creative approach than a traditional ad.
The goal of brand content is to create content around the brand's positive values that can spark engagement or generate leads. In addition, brand content also helps to communicate in a distinctive way to stand out from the competition. Thus, with effective brand content, you will be more easily recognized by consumers and therefore potentially increase sales.
Why create brand content when you are a brand?
The advantages of brand content are numerous, but here are its main strengths:
- to build brand credibility with followers and internet users
- to assert its position in a competitive environment
- increase brand awareness by gaining more visibility on social media
- adopting a service-oriented approach by answering consumer questions and meeting their expectations
- bypassing social ads and why not avoid the phenomenon of ad blocking (ad blockers) which is becoming increasingly prevalent
In general, brand content on social media helps brands create strong and unique experiences.
What are the different types of branded content?
Talking about branded content on social media is primarily about the sheer variety of content shared and its form. Obviously, this includes the logo, brand name, slogans, etc. But it's not just that!
content shared on social media is multifaceted and requires the diverse skills of a social media manager and a community manager. Through our Paris-based creative studio, So Bang supports companies and brands in their brand content strategy by producing content and posts in all formats, specifically tailored to social media.
- visual brand content : images, infographics shared on social platforms (Twitter, LinkedIn, Snapchat, etc.);
- Types of branded audiovisual content : videos (YouTube), Reels (Facebook or TikTok).
- editorial publications : newsletters, blog articles, white papers and posts;
- Branded audio content : podcasts (audio or television programs that internet users can download). Podcasting is really booming right now and is attracting more than one company!
How to succeed with your brand content strategy on social media?
Content production cannot be conceived without first developing a content strategy. Based on the company's vision, identity, and values, this strategy always rests on the four pillars following
- Your objectives : is the content intended to educate, inform or entertain the audience? Whether brand-oriented or otherwise, every social media strategy involves defining objectives clear, specific and measurable
- Your target audience: by defining and analyzing your personas, you will be able to identify the content that best meets the expectations of your target audience.
- Your digital ecosystem : the brand content strategy must be omnichannel since each channel must play a unique role in theuser experience and contribute to the brand's editorial line.
- A strong and consistent editorial line across all channels ensures uniqueness. This will bring credibility to the brand with consumers and potential clients.
Content marketing, storytelling, inbound marketing
At this point, as you've probably gathered, a brand content strategy is focused on the consumer and their expectations. This strategy provides added value, even entertainment. Its main objective is to connect with the consumer on an emotional level. This is what we call emotional branding.
However, brand content strategy is highly complementary to other web marketing practices. Knowing how to use them effectively is where the expertise of content managers lies. At So Bang, our creative experts base their work on a variety of techniques.
Storytelling Italso involves explaining its expertise and creating a unique brand universe. The goal? To spark interest in potential customers without ever resorting to sales pitches.
on the other hand,Inbound marketing, is a technique whose sole objective is to attract consumers to the brand rather than actively seeking them out with advertising techniques that can sometimes be considered intrusive. Often confused with brand content, content marketing focuses exclusively on the product, its use, and its benefits (recipes, special offers).
Conclusion: Brand content, the art of creating an emotional connection with users
In summary, a brand content strategy on social media is frequently focused on the brand's values, and very little on the product itself. Through techniques like storytelling, the aim is to subtly convey a vision to create an emotional connection with social media users, ultimately converting them into leads and then into customers.
For their brand content strategy, more and more brands are also choosing not to interact directly with users. Instead, they prefer to turn to brand ambassadors to convey their brand messages. This leads us to influencer marketing, which we've already discussed extensively in previous posts.
Combining brand content and influencer marketing is where So Bang's expertise lies. Our influencer agency uses influencers to create social media strategies that transform consumers into "prosumers." Want to try it? Contact us!