SPRAY FOAM MARKETING TIPS
Don’t waste your audience’s time; provide
them with something worth reading. Better
yet, provide them with content they’re eager to
consume. The more they’re engaged with a piece
of content, the more likely they are to share it.
Underlying this notion is the importance of the
creative department’s role in telling engaging
stories and creating appealing visuals.
A list is an especially attention-grabbing format,
making this guide that BuzzFeed created for sponsor
Direc TV extremely sharable via social media.
So you’ve got a reader engaged–now what? It’s
simple: give them more. The end of the story
shouldn’t really be the end of the story, so to speak.
The great thing about branded content is that it can
be elegantly actionable. Content should be crafted
to leave the reader wanting to know more or take
action, which functions to both qualify readers and
get them into the sales funnel.
Williams-Sonoma has built their content around using
their high-end kitchen products, as seen with this recipe.
This strategy encourages their culinary-minded audience
to buy more ingredients and cooking tools.
CREATE COMPELLING CONTENT
DELIVER ADDED VALUE
These guidelines may be easy to understand, but
they can be difficult to execute. While some brands
have the talents to produce their own content,
creating engaging content is a resource-intensive
endeavor, which is why most brands work with
publishing partners. However, as we saw with
The Atlantic example, the wrong partner can
produce undesirable results if either party allows
the project to stray from the basic branded content
considerations. With that in mind, it’s critical for
brands to work with publishers that not only have
creative expertise, but strategic expertise as well.
Brands must build relationships with publishers
that will work closely with them on every piece
of content, and have tacit knowledge of a given
audience or industry–don’t forgo due diligence.