What is Brand Content Supposed to Do?


AwesomeContent2

It’s primary mission? It’s prime directive?

Simple.

Inform, entertain or do both.

Brand content shouldn’t be about hawking products. Or services. It be showcasing them in a way that tells a compelling story about what the brand, product or service can do for its customers – whether they are businesses or people.

Content should be grounded in the essence of a brand, but not be about the brand.

Nobody (well, few people) want to watch a product demonstration video about software speeds and feeds. Better would be a video that shows how the software solved real business problems for real people. And done as a story with conflict, drama and a resolution.

The best content inspires action. It gets people sharing it. Clicking on it so they can learn more or participate. It should get them talking: commenting, liking and retweeting.

Too often brands think their digital content should be glamorized advertising. It shouldn’t be. People don’t want advertising. In fact, they actively try to avoid it.

But provide content that entertains and informs and you’ll have customers opting in to read, watch and experience.

Links:

Best Brand Content of 2013 (via Digiday)

The Best Branded Content of 2013 (via Contently)

 

12 Responses to “What is Brand Content Supposed to Do?”

  1. Excellent piece, I enjoyed the earphone adapter bit

  2. I searched for the article title and discovered this, great read

  3. Terrific piece of writing, I loved the earpiece like secret
    service bit

  4. Terrific critique, I liked the headset kickstarter section

  5. Profound article, I enjoyed the headphone x bit

  6. I searched for this title and discovered this, great read

  7. Magnificent piece of writing, I enjoyed the headphones only one ear section

  8. Magnificent piece, I loved the headphone sale bit

  9. Wonderful short article, I enjoyed the earphone earbuds bit

  10. I very rarely discuss these articles, but I thought this on deserved a big thankyou

  11. Hello there, just become aware of your website by means of Google, and located it is definitely insightful. We will be watchful intended for the city. I will love if you carry on this particular in the future. A number of people are going to be benefited from your own producing. Regards!

Trackbacks/Pingbacks

  1. What is Brand Content Supposed to Do? | HighTal... - May 6, 2014

    […] It's primary mission? It's prime directive? Simple. Inform, entertain or do both. Brand content shouldn't be about hawking products. Or services. It be showcasing them in a way that tells a compelling story about what the brand, …  […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 6,400 other followers

%d bloggers like this: