“Your brand is the single most important investment you can make in your business.” –Steve Forbes
Gone are the days when unending infomercials would skyrocket a product’s sales. Well, saying those days are “gone” may be an overstatement since some businesses still employ this age-old advertising tactic. We get it: old habits die hard. That’s why it’s tough to admit that, in today’s marketplace, this approach is largely unproductive – simply because times have changed.
Consumers are weary of advertising spiels. In fact, many consumers go to great lengths to avoid commercials when viewing or streaming entertainment. Folks sidestep advertising whenever possible. They’ve grown weary and leery of each product’s claims to be “bigger and better.” Period.
So, what’s the alternative to this tired method that’s more likely to alienate customers than to make sales? The answer is branded content. This strategic content utilizes the age-old practice of engaging audiences with stories that capture the heart and soul of a business. Businesses that employ this tactic well make it so relevant, exciting, and engaging that folks don’t recognize it as marketing!
While traditional advertising sometimes spouts exaggerated or skewed claims, branded content takes a more subtle approach. It focuses on what your brand stands for rather than what you sell. It eliminates pressure and emphasizes engagement and memorable connections.
Here’s how to get started with this new marketing method.
- Identify what your brand says.
You’ve probably already tackled some of the tough questions about this thought. But if you haven’t, dig deep into your values and guiding principles to find your company’s purpose. From there, you’ll find the building blocks of your branded content. Consider these basic questions:
- Why do we exist?
- What motivates us to do what we do?
- How do we want people to feel when they hear our brand’s name?
- What do we want our content to inspire people to do?
- Understand what branded content is and is not.
Say yes to relevant, educational, and informative. Say no to pushy and sales pitchy. Say yes to engaging, inspiring, and entertaining. Say no to product- or service-focused. Say yes to purpose- and values-driven.
- Tune into your target audience.
Ask yourself these questions about your target audience up front:
- What are they into?
- Where do they hang out online?
- What are their preferred avenues for information seeking, product/service reviews, and social media platforms?
Once you answer these questions, research your audience’s challenges, dreams, goals, fears, values, and motivations. This research can provide insights into what your target audience cares about and their deepest needs. After that, study the people who have already purchased your products, follow you on social media, and consume your content to get a picture of who you’ve already reached. Then, work on how to better connect with them, resonate with them on a deeper level, or inspire them to recruit their peers to our brand.
- Focus on both timely and timeless.
The timeliest content will often have a narrow focus and a relevantly short shelf life. That’s fine. Other content will have a broader appeal and, therefore, a longer shelf life. That’s also fine. Striving for a mix is the way to go. Creating a balance between hot topics and “meat and potatoes” content will be the most effective strategy.
Compile your research and observations to create the branded content that appeals to your target audience and will keep them coming back for more. Strive for content that will keep your company at the forefront of consumers’ minds so that they’ll think of your product or service first when a need arises. And you can accomplish all that without an annoying sales pitch!
If you want to make a long-term investment in your brand—and what recruiting and staffing agency doesn’t want to—then make branded content a pillar in your marketing strategy. Then, go a step further and join forces with ASJ Partners. Our only aim is to make your staffing agency the best it can be. Contact our team of specialists today at 610.930.5300 or by email at weneedhelp@ASJpartners.com.
