Answering the golden question: What’s in it for me? - Dooley Communications

The effectiveness of branded content

Every customer you have is interested in the answer to one simple question – what’s in it for me?

In a busy world where technology has taken over, content is king. You want to create relevant, interesting content that is not only going to keep current customers happy, but also attract new customers.

When consumers have a constant flood of information coming at them, they need something intriguing to pique their interest and cut through the noise. The numbers say it all, branded content works. TMG Custom Media reported that 90 per cent of consumers find custom content useful and 78 per cent believe that organizations providing custom content are interested in building good relationships with them.

There are three key points to place top-of-mind when creating branded content.

Entertainment value – consumers are looking for content that is interesting, original and entertaining. What can you provide for a consumer that is specific to your brand
Thought/emotion evoking – the content that resonates best is something that evokes emotion, whether that is something funny, or something emotional that is relatable
Shareable – creating content on social media is the perfect breeding ground for social shares so the lesson is to make sure your content is easy to share

If you are putting a large portion of your marketing budget towards content marketing you should make every penny count. According to the Content Marketing Institute business-to-business marketers spend on average, a quarter of their marketing budget on content marketing.

It’s time to provide your customers with the content they want, and that all starts with creating original, engaging content that is directly related to your brand.

Did you know?

Content marketing has emerged as an essential component for most businesses. As far back as 2012, nine out of 10 organizations market reported using content marketing, according to the Content Marketing Institute.

Mashable reported that 62 percent of companies outsource their content marketing.

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