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Branded content - what's the buzz about it?

Branded content is definitely a buzz word right now. But how is it different than just content? And more importantly why you should care about it?

For years brands and marketing departments have been building their automated and data-driven flows. These flows are optimized end to end. And as companies have automated their processes and optimized their marketing, they have learned to understand that this level of efficiency also “eats” content on a scale. For this reason, sourcing content at scale and the cost-effective price have created a bottleneck problem for many brand and marketing departments - as well as agencies working with them.

And realizing that the quantity of the content does not compare with the quality of the content - at least in the audience’s mind. Thus, this reflects to the engagement figures like CTR’s, CPE’s. The reason for low CTR´s and engagement figures is actually pretty simple.

Photo by Matilda Mäkitalo

It’s about delivering the right kind of message that has relevance for the audience.

Successful marketing campaigns require more than identifying the right channel or just pushing any content to reach the right audience. It’s about delivering the right kind of message that has relevance for the audience. It’s quite obvious that authentic photography has more relevancy than a graphical post with a price tag on it.

Photo by Noora Huttunen

Nielsen research made a study about highly successful ads that score well on three dimensions: attention, conversion to long-term memory, and emotional engagement. How can marketers ensure their ads stand out on these factors?

According to Nielsen’s study, the key element is knowing how to connect with your audience with messages that resonate among them the most. About 44% of global respondents thought that ads depicting real-life situations resonate most powerfully with them. Also, consumer neuroscience research on learning and memory shows that employing familiar themes is extremely useful in driving memorability.

Photo by Sami Tuunanen

The solution is to source branded content straight from creators. Boksi has a branded content service that allows you to get authentic photos custom-made for your brand. Boksi is the easiest and cost-effective way to get customized product pictures and other branded content. You get multiple pictures taken according to your instructions from which you can choose from. By sourcing content, through Boksi you get full rights to the images you buy and can use them for a lifetime.

The solution is to source branded content straight from creators. Boksi has a branded content service that allows you to get authentic photos custom-made for your brand.

Boksi has curated Branded Content for multiple brands, Hartwall’s rosé wines, Alvar Pet and Whim Helsinki for example. Want to get the best branded content for your brand too? Request a free 30-minute consultation and we will tell you more about Boksi.

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