The marketing landscape is quickly being dominated by branded content, but we must also identify the difference between branded content marketing vs. traditional marketing.
Proper identification of their differences and similarities allows us to determine which approach could be better suited for the company.
Digital technology has evolved to the point where everything a consumer could ever need is right at their fingertips.
Companies have to stay on the same level as consumers to engage with them. They aim to interact with the customers because of the brand’s entertainment, educational, and informational value.
This is called branded content marketing.
Unlike traditional marketing, branded content marketing interacts with customers through podcasts, YouTube videos, films, and articles.
Meanwhile, traditional marketing pursues its customers through banner ads and television commercials.
Both forms of marketing have their own pros and cons, but this article will lay out what makes branded content marketing so different from traditional marketing.
#1: Creativity and storytelling
Branded content marketing breaks away from traditional marketing because it has mastered the art of telling a captivating story through an online medium such as videos, podcasts, live streams, and blogs.
Studies show that TV advertisements are more likely to annoy consumers than convince them to buy the product. This is a development that started during the rise of the Internet.
Traditional marketing does not have as much creative freedom as content marketing. The latter has the freedom to design their content through mediums that consumers regularly interact with.
Branded content marketing is less invasive than traditional marketing. It engages consumers by forming an emotional connection between viewers and the content.
There is more to branded content than just advertising because there is meaning and connection.
#2: Engages with consumers
The first consideration made by branded content marketing is: “How will customers find value in my product?”
In a way, content marketing is a subtler form of advertising. Instead of outright telling consumers to buy the product, it tells them about the meaning behind the brand.
#3: It spreads through searches and shares
We see traditional advertisements everywhere we look, from billboards and posters on our daily commute to webpages when we access the Internet.
It can start to get irritating, especially when we are not interested in the brand or product.
However, branded content marketing creates impactful videos consumers want to share. They aren’t ignored because consumers enjoy the medium through which they are advertised.
Branded content marketing creates content consumers actively search for. They willingly share the content with their friends because you made it with them in mind.
Conclusion
In the context of branded content marketing vs. traditional marketing, it is time to “get with the times” and give branded content marketing a shot.
The world has evolved in such a way that traditional marketing is no longer enough to keep the audience’s attention.
Engage with your audience and start prioritizing value over quirky slogans. Give customers the content they want to consume.
Make your customers want to share and support your brand through branded content marketing.
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