Pro Motion Helps Brands Tell Their Unique Story
You’ve probably heard the expression “content is king” before. Acquiring creative, original, and branded content helps tell your unique story. It happens when your consumers encounter your brand via an experience and their reactions are captured. Developing such content provides you with the opportunity to drive authentic engagement with your brand in ways previously unimagined. Pro Motion is an experiential marketing firm specializing in content creation to help brands hone in on what makes them special. Our original content creation and expertise in content marketing can help you elevate your company in the public stream of consciousness. We’d love to work with you to create original branded content that captures that “a-ha!” moment with your targeted consumers.
What Is Branded Content, and How Does It Help My Brand?
While brands have relied on conventional methods of advertising for eons, the concept of using branded content as part of their advertising focus is a relatively new one. Branded content includes articles, blogs, web series, videos, podcasts, and other types of social media posts. The purpose of branded content is to entertain or engage your consumers. When you grab their attention and teach them something about your product or the human condition itself, it results in more meaningful interactions with your brand. Branded content is about going outside of the box and accomplishing more than creating a traditional print or digital advertisement to drive sales. Branded content is about setting yourself apart from competitors and taking ownership of your story to protect and grow your business.
Consumer Needs Are Evolving – Your Brand Needs to Evolve Too
Branded content traces its earliest roots to the ‘40s and ‘50s, the Golden Age of Television, an age where it was common for television shows to have a specific sponsor. Many of the era’s most prominent TV characters also appeared in the commercials to strengthen their effectiveness with consumers. If Kellogg’s cereals were good enough for the likes of Superman, what household wouldn’t be willing to take a chance on buying that brand? By the 1970s, brands began producing their own television shows to showcase their wares. For example, Proctor and Gamble produced many of the era’s most popular soap operas, including As The World Turns and Guiding Light. By the ‘80s and ‘90s, consumers were bombarded by even more advertising messages with the birth of cable TV networks.
However, long gone are the days when you can hire an advertising agency to create a TV commercial and concentrate all of your advertising efforts on the success of that single campaign. Studies show that as many as 86% of today’s TV viewers are skipping advertising altogether thanks to being able to record their favorite programs and the invention of streaming services such as Netflix, Amazon, and Hulu. What this translates into is a reality facing companies both big and small: you need to be willing to try new things to capture your consumers’ attention. If modern consumer needs are evolving, you need to ensure your brand is evolving too, or you’ll end up being left behind by your much savvier competitors.
Understanding the Essentials of Successful Branded Content
Successful branded content features several key elements. It should never be a sales pitch. Rather, it’s a message about your brand that’s consumer-focused. You want to establish trust between your brand and your targeted consumers. If your story is clear and genuine, your consumers will be more inclined to share your branded content with their friends, family, neighbors, and social media followers. The more people share your message on social media, the wider its reach. Once your content goes viral, you’ve created valuable brand recognition for your company because consumers are more likely to remember your brand after establishing an emotional connection with it. Studies show that branded content is consistently outperforming traditional advertisements in terms of being memorable and impactful.
One of the best examples of branded content being successful occurred when Netflix wrote an article on issues affecting women inmates in today’s society. The article appeared in The New York Times and captured national attention. It got people talking about the plight of female inmates well before the launch of Netflix’s series Orange Is the New Black, which ended up being one of its most popular shows. Do you think it was a coincidence so many viewers tuned in after reading the newspaper article? Studies show consumers enjoy connecting with their favorite brands, preferring to read their blogs rather than similar newspaper or web articles. Give your brand a voice and stay relevant to your consumers. Invest in original branded content – it makes practical business sense.
How Does Pro Motion Create Original Branded Content?
One of the first things you should realize about branded content is that not all branded content is equal. There are just as many bad examples of branded content as there are success stories. It takes the right content creation team to come up with original content that fits your brand’s distinct personality and style. Whether you’re interested in developing a podcast, blogs, or increasing your social media presence, Pro Motion has what it takes to get your brand noticed with original content marketing strategies that work.
Every Brand Can Benefit from Pro Motion’s Content Creation
Every brand can benefit from original content, and nobody does it better than the experiential marketing gurus at Pro Motion. Our event marketing company works with many well-respected brands nationally, including Campbell’s, Energizer, Disney, Pepsi, Snapple, Hasbro, Motorola, and Fiskars. If you’re curious about how branded content can benefit your company, please reach out to Pro Motion today to request a consultation.