We often hear about Brand Content but this rough anglicism offers many interpretations. For some, it appears to be inseparable from advertising while for others it is the opposite. I am not going to contribute to the debate but it seems to me important nevertheless to come back to this term. In addition, data offers rich scenarios on customer knowledge, so it must help brands to create their editorial content. But before we go any further, let’s go back to what brand content is …
I – What is Brand Content?
Generally, under the term brand content, we mean “production of strategic content “. Brand content is content produced directly by the brand, it is distinguished from branded content where the brand is content to sponsor or use pre-existing content. When we know that 27 million contents are shared every day (source Newscred), define a sustainable editorial strategy which expresses brand identity is therefore a necessity for advertisers. Thanks to brand content, the brand is building a whole universe for consumers. By telling its story, its know-how, the brand creates a strong emotional bond, installs a unique relationship between the consumer and its product in order to arouse the customer’s interest and lead him, why not, to an act of purchase. For this, the brand adopts a deliberately non-commercial discourse, but informative, entertaining, humorous.
In this, storytelling takes all its importance. As Célina Barahona, co-founder & CEO of So Cult, pointed out at the “Web Marketing Content Strategies” conference on June 30, “ the advertiser must tell a story that creates value for the brand as well as for its audience “And add” that a brand story must be a good story “. In addition, in a context with high demand, it is important to be original and to offer quality content to stand out from the competition. Red Bull, the emblem of the success of brand content but also Repetto, Oasis to take only these 2 examples, have also been able to create a “magical” universe for the first and “humorous” for the second which goes far beyond the borders of product. Brand content is therefore a highly differentiating tool bringing value.
II – Data at the service of Brand Content
Producing qualitative content is a key issue and the analysis of effective content helps to distinguish those who really hit the target. Here too, data contributes to improving editorial content, by orienting creative work it provides a working framework. Thanks to the information collected on the consumer, the data allows the emergence of new ideas and especially the targeted content delivery. According to Audrey Fleury, co-founder of Digital Insighters, the use of data in brand content goes through 3 stages:
- diagnose the data. Study the needs of your target. What does she want? What does she need? What content is your site interested in?
- produce content adapted to their needs. Choose the themes on which you will speak and study the key expressions used by Internet users and your competitors.
- spread the content on the media adapted to your target (blog, community platforms, email, web-series, etc.).
This data can come from different sources (articles, tweets, videos, photos, etc.) and make it possible to understand how the brand is perceived, to better know its audience, what they like. In addition, the multiplicity of supports results in a diversity of contact points. And, to form a coherent whole making it possible to reach heterogeneous audiences, it is important that the message is adapted to each medium. In short, as Fabrice Frossard recalls, with the brand content, it is about ” create a relevant network to benefit from a coherent digital footprint “.
However, brand content is useless if it is not “shared”. Nicolas Bordas, vice-president of TBWA Europe, did not fail to repeat it during the conference organized by Scoop it: the challenge of brand content is sharing and sharing is useless if it is not strategic “.
It will be understood, the creation of quality content also involves the study of data because the data it’s also content. With data, we can better disseminate and send the right message to the right person at the right time. If we take George Dyson’s statement: ” Information is cheap, meaning is expensive “, The goal is not so much collect this information but make sense of it. Brand content must therefore appear in an overall strategy with clearly defined objectives in terms of notoriety, hearing, from conquest and of Loyalty new customers. Furthermore, producing strategic content is essential because it is based on creation of a strong experience. It is no longer a question of directly increasing sales, but of working brand culture, create preferences and increase product loyalty. And for this to work, we must allow the consumer to appropriate the message and relay it, especially on social media.