The bar has never been higher for brands that want to produce content. Are strategists up to the challenge of taking the brand out of branded content and putting the human element back in? In short, branded content now needs to be as good as unbranded content.
Here are a few starters for ten.
Context: To create brilliant cut-through content, you need to understand what your audience needs and desires. But you also need to take into account where the content lives, be it print, video, or audio. And what time of day they consume it, in what mindset they are most likely to be, and how often they engage with it.
Creativity: Potent storytelling is still the core component of all successful content. If we don’t care about the characters, aren’t interested in the story being told, or aren’t compelled to watch until the end, then it is unlikely the content will be successful. Write and pitch a story so strong that it’s impossible not to make.
Collaboration: The best content succeeds in drawing its audience into the communication, not as passive subjects, but as active and willing participants. Today, your audience is unlikely to want to sit idly by and consume the content you have created for them. They will want to be involved, have an impact on the direction of the content, and be recognised for their contributions. What’s more, if they are involved, they are more likely to share their efforts. There is great value in creating content that connects members of your target audience together. By employing a peer-to-peer approach, you create a mutually beneficial scenario that generates a virtuous circle of connectivity around your brand.
Continuity: There is a reason shows like True Detective, Breaking Bad, and Stranger Things are successful. They have long-established audiences who know there will be a new episode on a regular basis. The same goes for branded content. Just look at Kyra TV’s meteoric rise to millions of views. There is great value in sustaining efforts over time, ensuring a loyal audience is built around your content.
The days of non-consumer-first formats are waning. And a consumer-first approach does not mean mercenary branding or shoving logos down throats. Our audience didn’t start watching to see if there was a discount code at the end of your five-minute commercial. Know your single-minded message, stand by its ethos, be relevant and authentic.
As for finding your single-minded content idea, don’t be too precious. As Salvador Dali once said, “Have no fear of perfection, you’ll never reach it.”
