MARKETING
Branded Content Examples
Updated Sept. 7, 2022
Branded content as a paid promotion tactic holds power and possibility for content marketers. It grabs consumer attention and showcases the brand’s value without appearing overly pitchy or promotional.
Its non-salesy appearance combined with the capacity to deliver deeply immersive stories, both entertaining and educational, branded content may be the best vehicle to bridge the gap between awareness and ongoing affinity.
Branded content also has given rise to a new business model that eases publishers’ reliance on revenue from traditional advertising with the addition of internal creative agencies to execute these feature-rich, customized paid campaigns (more on that point later).
In the name of brand love
To understand what branded content (also known as branded entertainment) entails, let’s start with a basic definition offered by the internet’s default dictionary, Wikipedia:
Branded content is the practice of marketing via the creation of content that is funded or outright produced by an advertiser… (it is) designed to build awareness by associating (the brand) with content that shares its values.
As definitions go, it’s a good start. Still, it doesn’t get to the heart of what distinguishes branded content from other paid promotion tactics like native advertising, influencer marketing, and sponsored social posts.
It also falls short of clarifying the valuable purpose branded content can serve for content marketing or when it makes sense to include it in your content marketing mix.
For answers to those questions, look at some hallmarks of branded content initiatives executed properly. Branded content:
- Takes an immersive, sensory-driven approach to storytelling. Branded content typically uses rich multimedia formats like audio and video and can include interactive features. These features can enable deeper topical conversations and more emotionally resonant experiences than text or static images alone.
- Builds connections through mutual interests and shared values, not sales goals. These content pieces often establish thought leadership, raise awareness, and generate positive brand perceptions. They are more likely to be viewed as worthy of the audience’s trust and attention as compared to more product- and pitch-driven formats like digital ads.
- Contributes across the funnel. Branded content campaigns expand a marketer’s reach and capture new audiences’ interest. Yet, these stories are also well-suited for lower-funnel goals. In fact, 2021 research from Advertiser Perceptions finds 31% of brands use the technique to increase product consideration, and 29% use it to drive sales.
- Enables on-the-go engagement. It’s easy for brands to publish branded content campaigns across multiple social networks, owned media properties, and other external websites. Furthermore, these efforts are well-suited for mobile consumption because they are primarily audio and video-driven.
- Is often produced through a media partnership. Branded efforts are highly customized. Both the brand and the target media platform collaborate on content creation. Compared to native advertising’s paid placements, co-producing stories with publishing properties that share your values and interests makes it easier for your brand’s messages to gain traction. It also gives both sides a vested interest in ensuring the content succeeds – a benefit that may not exist when working with paid influencers.
At their best, branded content campaigns create marketing experiences almost indiscernible from the content the audience seeks from their favorite personalities and properties – including film studios, TV networks, and streaming media services. Not only does this make the content experience more immersive and entertaining, but it can contribute to lasting brand value.
Branded #content campaigns create marketing experiences almost indiscernible from the other content on the media’s site, says @joderama via @CMIContent. Click To Tweet
For instance, as CMI founder Joe Pulizzi pointed out years ago, The Lego Movie entertained audiences and earned millions in revenue as a traditional feature film. Still, it also performed strongly as a marketing vehicle by winning the hearts and minds of a new generation of prospective Lego consumers.
Consider the recent #SmellWorthy branded content campaign. Created through a partnership between Old Spice and Marvel Studios, its behind-the-scenes story unfolds through a series of “outtake”-style clips shared on Twitter.
Each cheeky spot (including the one below) features Luke Hemsworth who portrayed “Actor Thor” in the Marvel film Thor: Love and Thunder. (His brother Chris Hemsworth is Thor in the Marvel movies.) Thus, the funny “next best thing” reference in the Old Spice tweet. As Luke as Actor Thor says, “Thor has his weapons. I have my Old Spice,”
That alone makes them entertaining promotions for the film Thor: Love and Thunder. But by giving Old Spice a featured role in the action, the content extends Thor’s story beyond the Marvel Universe – and into a real-world space where “mere mortals” (i.e., consumers) can relate.
Smell like a god. Or the next best thing, an actor playing a god. Smell like Actor Thor with Old Spice Dry Spray. #SmellWorthy @MarvelStudios‘ #ThorLoveAndThunder Now Playing Only in Theaters.
— Old Spice (@OldSpice) July 14, 2022
Content outstanding in your brand’s field
Of course, not all branded campaigns are created alike in terms of their quality, transparency, and ability to inspire consumers to engage and interact. The additional time and expense required can put these efforts out of reach for some marketers.
You don’t necessarily need A-list talent or Hulk-sized budgets. You do need to make thoughtful decisions about what brand story to tell, which media to partner with, and whether the potential benefits make it worth the effort.
You don’t need A-list talent or a Hulk-sized budget for effective branded #content, says @joderama via @CMIContent. Click To Tweet
These carefully crafted campaigns exemplify how to make this technique pay off. While they don’t all follow the official definition to the letter, each strikes a balance between powerful media positioning and compellingly persuasive brand content.
Birkenstock treads lightly into a healthier purpose
Media brands have invested heavily in building their branded content production capabilities. Some – like The New York Times, Disney, and The Atlantic – have launched internal content studios. They enable branded content production and publication under the high-quality standards their audiences expect from those trusted media sources.
Birkenstock recently partnered with The New York Times’s T Brand Studio for its first paid global marketing campaign.
Ugly for a Reason is a three-part documentary on the history of the human foot and orthopedic science. The brand awareness initiative aims to explain why the brand’s footwear might not be the prettiest, but it could be the healthiest for both wearers and the environment.
@BIRKENSTOCKUSA worked with @nytimes @TBrandStudio on a branded #content video series about the human foot and orthopedic science, says @joderama via @CMIContent. Click To Tweet
The first two videos aired on Birkenstock’s website and The New York Times’s website (with the third scheduled to launch in late September.) Accompanying content includes interactive graphics, scientific insights from the brand’s subject matter experts, and personal stories and testimonials from athletes, sustainability experts, and others. In this image from the campaign, Nobel Prize-winning neuroscientist Thomas Südhof is pictured alongside his quote: “Breaking free from trends.”
According to Birkenstock, print and online takeovers also drew New York Times readers’ attention to the videos. The informative, health-focused branded content should help Birkenstock reach its marketing goal – to gain a stronger footing in the marketplace by linking its products to a stronger sense of purpose.
Walmart and Yahoo add heart to holiday shopping
To spur gift sales over the 2021 holiday season, Walmart partnered with Yahoo with a branded campaign featuring interactive shoppable storytelling.
Holiday With Heart focused on turning casual browsers into buyers, providing them with gift ideas, inspiration, and purchase options inside gaming and augmented reality-enhanced video experiences. In this visual example, Walmart invites users to scan a QR code to access the mobile Play for Joy game. Players use an iconic claw-machine arcade game to collect virtual Walmart gifts.
Image courtesy of Yahoo (from their Content Marketing Awards entry materials)
Additionally, Yahoo! distributed Walmart’s shoppable videos featuring lifestyle influencers across the Yahoo ecosystem, including on Yahoo Life and In the Know by Yahoo.
Influencer Taryn Newton, as shown in the image below, appeared in the Gifting To Win augmented-reality video series featuring her holiday decor. The accompanying 3D interactive experience enables viewers to see how Taryn’s picks look in their living spaces.
Image courtesy of Yahoo (from their Content Marketing Awards entry materials)
This project is a 2022 Content Marketing Award finalist in the Best B2C Branded Content category.
Zelle and Vox Media explain scammer psychology
Financial fraud and scams frequently happen in the digital banking space. The schemes seem to get sneakier and more sophisticated by the minute, putting added pressure on financial brands to help their customers avoid becoming victims.
To tackle that challenge, peer-to-peer payment brand Zelle invested in a partnership with Vox Media. Zelle used Vox’s Explainer Studio platform to produce The Science of Scams, a series of entertaining long-form videos, fast-fact cutdown sequences, and additional related content.
Created from real-life scenarios, in-depth interviews, and insights from cybercrime experts, the stories use a lighthearted, witty tone to help consumers recognize common scammer tactics and understand the psychological reasons scams are effective.
Their urgency scam lesson, as illustrated below, uses verbiage such as “MUST ACT NOW” and “We regret to inform you that your account has been compromised.” It speaks to the use of time sensitivity to pressure viewers to resolve the “problem” before they experience negative financial consequences.
According to Zelle’s agency, Pereira O’Dell, the paid media partnership allowed for distribution across social and digital environments in the Vox Media network. Additional content formats included an interactive hub page featuring podcasts, short-form videos, and quizzes.
The artful, impactful campaign struck a chord with consumers by hitting them where it counts – their wallets. It also helped put Zelle on the finalists’ list for a 2022 Content Marketing Award in the Best B2C Branded Content category.
HBO goes out of bounds to leave a permanent local impression
Not all branded content efforts must conform to the standard, paid digital media approach. For example, HBO Max spun components of the technique into a hyper-local live event to promote its 2022 series, Winning Time: The Rise of the Lakers Dynasty.
Winning Time explores the history of the Los Angeles Lakers during their rise to fame in the 1980s. It offers a fictionalized view of the personal and professional lives of legendary team members like Magic Johnson and Kareem Abdul-Jabbar, and coach Pat Riley.
An enduring part of Los Angeles’ cultural identity, it makes perfect sense for HBO’s marketing team to promote it with a branded mark on the city’s future.
The brand upgraded an outdated community basketball court in Inglewood, which is in metro Los Angeles. The refurbished court, as shown in the illustration below, includes an original mural painted in the Lakers’ signature purple and yellow by California artist David Flores.
HBO scores by leaving a permanent impression on Los Angeles.
The bright, inviting space allows community members to gather and local kids to sharpen and show off their basketball skills. At an unveiling ceremony, HBO Max donated $10,000 to support Inglewood College Preparatory School’s basketball program.
While the HBO Max spot didn’t involve a traditional paid media placement, the brand did need to secure approval from the city of Los Angeles for the installation. According to Marketing Brew, HBO Max partnered with Project Blackboard – a nonprofit organization committed to strengthening local communities by restoring basketball courts and installing striking visual artworks.
A brand-building pitch audiences can’t wait to catch
Are you experimenting with branded content in 2022? These examples show how great branded content campaigns can help build rapport with a new target audience, expand business’ creative horizons, or simply entertain and engage the experience-loving masses.
I’d love to hear how branded content worked for your company and about your plans for the tactic.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
The Landscape report is available online to Forrester customers or for purchase here.
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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