In this new edition of the Kid Expert Minute, Aurore, our project manager, explains what Brand Content is and how to set up an efficient Brand Content strategy to create a link with your audience.
Brand content: what does it bring to a brand?
Brand Content is about creating content that is consistent with a brand's DNA and its most authentic values, in order to assert its positioning. It's an alternative means of communication because its principle is to create a story and to create different moments of exchange between a public and a brand. In the long term, impactful Brand Content allows the brand to become more human and, above all, to create real links between the brand and its consumers in order to build loyalty and recruit new ones.
How to set up an effective Brand Content strategy?
There is no magic formula, but the starting point is always the same: the desire to move away from the classic product promotion scheme to adopt a discourse and content that will bring something "extra" to consumers: such as emotion, games or advice.
Intelligent brand content must capture the consumer's attention and encourage them to take an interest in a brand without feeling commercial pressure. This can be achieved, for example, by touching on their interests or by creating several points of contact and personalized exchange between them and the brand.
Is Brand Content reserved for brands that already have a strong reputation?
All brands can succeed with a Brand Content strategy. What is needed is a great story, one that people are interested in and that they enjoy because it generates emotions and pleasure in them.
What forms can Brand Content take?
Being by definition content, Brand Content can take many forms! A video, a book, interactive gaming or a brand blog are all ways to reach out to your audience and interact with them. For example, for a national cooperative, we chose to introduce the region by creating little characters to tell children the story of the cheeses and the path they take from the producer to their plate through different content, notably fun and interactive games.
