What happens when you pull your brand out of branded content?
WHAT HAPPENS WHEN YOU PULL YOUR BRAND OUT OF BRANDED CONTENT?
SEPTEMBER 11, 2017ADVERTISING, BUSINESS, MARKETING, MEDIA, SOCIAL MEDIA, STRATEGY, UNCATEGORIZEDNO COMMENTS
If you pulled your brand out of your branded content what quality of content are you left with? A strong narrative with a solid story to tell, or a weak sales pitch that isn’t going to catch any potential customer’s attention?
As you ponder this question, take a look at some of your favorite ads and see what happens. For example, if you were to pull a brand name like Delta, Nike or Apple out of one of their latest ads, their content (should) still carry a strong narrative and tell a captivating story. Inserting their brand name into that content should then serve to strengthen that narrative, rather than take away from it. Branded content is increasingly more important because young audiences no longer want to be sold to; they want genuine ads and a reason to connect with your brand. This requires marketers to re-evaluate their approach when writing content.
Brands must learn how to resonate with their audiences in a new way, whether utilizing new video approaches (like the six-second video), social media, retargeting ads or emails – audiences need to make an emotional connection with brands before committing to them.
Your content matters, the intention behind your content matters, as does the story you tell and the voice you use. Being a storyteller requires marketers and brands to think ahead, looking to what consumers are looking for both now and what they will want. It requires your story to constantly stay ahead of the curve, learning how to utilize new technologies and leverage them with their marketing attempts. In this instance, when pulling you brand from your content is necessary to accurately sell a narrative you have to know how to tell the story through the written and visual content. Content is still king, but in today’s world it doesn’t always look the same.
The quality of your content measures the level of your success, which means you need to make sure your content can stand on it’s own two legs. We understand the power of good content and how impactful it is for converting customers.
Linx revamps newest client Creme Allure’s branding
Linx’s newest client, Crème Allure, a Gourmet Ice Cream and Ice Cream Gifts retailer, came to us in need of new marketing strategy that would help them accomplish their goals of growing their online business. When they came to us, their website and outreach materials did not accurately represent their brand and unique product offerings.
We started with the company’s branding and positioning to help them elevate their brand look and feel and elevate their brand positioning. With some upgrades to the logo and brand color scheme, we were able to take Crème Allure to the next level.
Next, we created what we call a “mood board” to help us outline the look, feel and inspiration that captures the essence of Crème Allure’s brand. This document then becomes the foundation for all artwork and creative production that we develop.
The next undertaking was the website. As part of the marketing plan Linx created for them, we completely renovated their website to emulate their friendly, bold, fun, and quirky brand persona. But it was more than just a design issue. After analyzing the current user behavior data and online store paths, we discovered that there weremajor flaws in the structure of the UX/UI (user experience/user interface). Like many of our strategies for e-commerce companies, we had to bring the customer to the center of our efforts to create a user-friendly online shopping experience. Part of this strategy included an interactive custom product builder that allows customers to build their own dessert platters and baskets on the website!
While the website is currently in development, we are now preparing our strategies for outreach programs to promote the new website and drive traffic and online sales. A big part of this approach will be social media advertising and promotional tie-ins that the company had not been executing before.
As we help grow the business our goals will lead to enabling Crème Allure to create new distribution channels, better engage with customers tobuild brand loyalty, gain new customers, and ultimately expand their business nationwide.
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