To reach the fruitful land of content utopia for your brand, you need to master writing content that sells. That doesn’t mean salesy language. Rather, branded content that sells is rich, compelling, and motivating. It moves your prospects from “not sure” to “all-in”.
This type of content isn’t just for the bottom of the funnel (BoFU). It should be a principle for every stage of the buyer’s journey. Perfecting high-quality branded content that converts, isn’t easy. It requires ideation, careful planning, and evaluation of performance via content analytics. There are some tips and best practices you and your content team will want to hone to deliver the most impactful content.
Start with Some Auditing
The best way to create a journey to better branded content is to see where you are with a content audit of branded pieces. You should determine what’s working and what isn’t regarding conversions. Some questions and considerations include:
- What branded content can you attribute to sales?
- What was the key messaging in pieces that performed well?
- What formats had the best response?
- For those pieces that underperformed, can you determine why?
Revisit Your Content Strategy
Gathering some data and analysis around where you are is a good start. Then you’ll want to go back to your content strategy. Have you executed it in terms of branded content? Does your plan need tweaking based on what you learned?
It is possible to create meaningful, branded content that isn’t an avert ad for your company. It seems like a paradox, but it’s not. Branded content doesn’t mean “all about you.” Instead, it’s delivering stories and experiences that come from your brand’s voice and capabilities in a way that doesn’t seem promotional at all. It’s a fine line to walk, but you can pull it off in a way that makes your customer the hero and boosts your thought leadership position.
4 Tips to Crafting Branded Content That Sells
Every company’s branded content will be different, depending on the audience, industry, and other factors. However, you can use some best practices and formulas, no matter the vertical or topic.
Look to Your Audience for Inspiration
Knowing your customers really well can play into better branded content. Understanding what motivates them to need your solution is possible by listening to their feedback and questions. Take what you learn from this and develop content that addresses these things and illustrates how your product or service is the answer to their challenges.
Some ways to apply this to content are through Q&As. You can hold a Q&A forum live on Facebook or a Twitter event. Q&As are also popular during webinars. You could edit just that part of the event and make a new video. You could also write a blog called “Our Customers Biggest Questions Answered.”
Tell Engaging Stories
Brand storytelling is a huge opportunity. People learn better and retain more information with storytelling than with any other communication format. Use this to your advantage. The stories should star your customer and mimic real-life situations they encounter.
This approach isn’t just for B2C brands. B2B brands can leverage it because, after all, you’re selling to a person, not a company. The point is to make an emotional connection, and if you do, expect more purchases. Brand storytelling humanizes your brand, and there are several ways to do this.
Check out the video below for the basics of brand storytelling.
First, you could create success stories that allow your customers to be their own voice and show an audience how they found success. Sometimes it can be tricky getting customers to say yes, but if they do, make the most of it with videos and written pieces.
Second, you could do a true narrative where your customer persona is the hero, and all the challenges they are facing manifest into a villain. You could tell this type of story in an animated video. It would draw traffic and attention.
Third, you can turn the lens internally to tell the stories of your employees and how they help customers. You could spin this into a blog series of “A Day in the Life Of” and do short videos that have your team talking about how they work through problems. There’s no promotion here, just a glimpse into your company’s values and culture, both of which matter to buyers.
Lead with a Unique Point of View
No other company has your unique point of view if you’ve developed one. That’s, of course, foundational. When you have one, then you need to express it in branded content. It would likely tie to your mission and vision statements since they are the guiding force behind your company. This can work well for niche markets.
A good idea here is to develop some thought leadership content in the voice of your leaders that expresses the “why” behind your company. You’re not talking product here, just the vibe of your brand.
Make Sure You Get the Tone Right
As reiterated throughout this guidance, writing content that sells is not salesy content. No one wants to be sold to anymore. In fact, most of us block out ads, in general, online, in public, and while consuming content.
What’s important is staying true to your brand’s voice and be conversational. You aren’t pitching the company. You are creating content that’s about keeping prospects interested, educating them, and supporting their needs.
Writing Branded Content That Sells Is Easier When Teams Have the Right Tools
Developed branded content or any other kind is hard work. Enterprise teams have lots of things to juggle to ensure consistent publishing of high-quality content. You can do it with less stress and greater visibility when using content marketing software. Check out the DivvyHQ platform today, and experience how it can help you arrive at content utopia!