Branded Content Marketing Campaigns Are An Investment In Brand Equity

What You Should Know (about us)

Different Agencies have various interpretations of what content marketing is. At busywriter I believe content marketing is a revenue generating strategy used to fuel the marketing pipeline.

I define the marketing pipeline as a systematic, methodical, consistent, reliable and predictable process. Being a systematic process — it allows for testing, adjustments and improvements.

Branded Content "Pulls"

I believe branded content is superior to generic content. By branded, I mean content conceived, planned and creatively executed as a logical extension of the business positioning and brand meaning.

Branded content reflects the world view (perceptions) created as a result of your positioning. In pizza that could be "30 minutes" and in delivery that could be "guaranteed next day". Branded content for the delivery business would always have at it's core the advantages and benefits of how "next day" solves problems and makes customer's lives better. The "next day" concept would not be limited to delivery though. It could reference positive changes in status for literally thousands of things.

Content Marketing Campaigns

Because I see all content as a subtle reinforcement of the brand and the business through the repetition of competitive positioning, I believe content marketing elements must be planned and deployed as 'parts' of specific campaigns, each designed to achieve a specific goal tied to a business objective.

Being 'parts' of a process, content elements can be replaced, adjusted, improved or rejected depending upon tested performance. That's one aspect of content marketing campaigns that makes them valuable tools: adaptability and improvement over time.

The strategic purpose of content is to reinforce competitive advantage through a subtle repetition of the business' unique differentiation and brand promise. The same content will also have a tactical goal, varying from presenting an offer to building a loyal community.

Branded content campaigns attract highly targeted, therefore relevant leads interested in your offer. Combine on-going traffic and lead generation campaigns with a series of co-ordinated promotional campaigns, and your content marketing efforts will help you reach volume and revenue targets at a lower cost than traditional marketing methods.

Brand Image And Prestige

It's not a matter of if you're going to adopt content marketing campaigns for your brand — it's just a matter of when.

You cannot afford to be without multiple channels of access to the press and public; your customers, leads and prospects; and the influential constituencies of the financial press and your board.

A content marketing strategy containing contingency plans is another valuable tool to keep the brand safe from competitive attack.

Your content marketing campaigns may also be used to build, support or improve the brand's perceived image. Using a blog strategically has the advantage of providing access to an audience for those times when damage control may be required.

A brand blog has the power to feed social media and spread positive news virally. And it allows you to control part of the message: at least at the beginning of the message cycle.

The High-Level Strategic Payoff

Using content marketing will get you more customers, faster, who have little or no price sensitivity, and whom stay customers longer and buy more, more often.

Save Money

Branded content marketing saves your business unit money by shortening the sales cycle and improving the efficiency of the Sales Department, because they are now spending their time on highly-qualified, sales-ready leads.

Content marketing is salesmanship in webpages, emails, videos and other tactical elements that:

• attract a more qualified lead into the buy cycle;
• educate the lead about the brand;
• provide the lead with multiple information elements;
• give the lead format choice;
• and spur them to take action.

When leads take action, they self-select themselves to different degrees of qualification. Defining qualification criteria and conversion points in the marketing pipeline allows you to direct a flow of leads towards Sales at a reduced cost per lead. And for B2C brands, content marketing campaigns will help you direct more traffic to retail and destination websites, improving consumer reception and/or adoption and consideration. All that for a modest marketing investment.

Make Money

When you use branded content in your campaigns, you attract your ideal customer without affecting your trade relationships or cannibalizing your margins using short-term promotions to move units and fill the channel.

Branded content campaigns "pull" an increased volume of traffic to your online brand presence and introduce the brand to a wider audience in a shorter time than traditional media - at significantly lower costs. Increased brand introductions increase the likelihood of consideration and purchase - increasing sales over time.

Get Value From This Site

You will want to double check my interpretation of competitive positioning and what a value proposition is.

Call us today to get your customer creation process started for shorter sales cycles and reduced marketing investment risk. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.