7 Steps to Successful Branded Content

7 Steps to Successful Branded Content
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For years, consumers have been bombarded by poorly targeted, irrelevant and repetitive digital advertising. More recently, they have been at the receiving end of fake news and untrusted content pushed out through social media. Consumers have become more cautious and selective about the content they consume, but new research shows they are still receptive to branded content – as long as the content reflects their personality type and is delivered in their preferred tone and style. The Content Connect II report, based on a global survey of Reuters.com users, has identified seven steps for content marketers to consider when building successful branded content campaigns; 1. Understand the audience The most successful content marketers use audience research and data to craft stories and messages that will resonate with consumers. The first stage is to set objectives, define a purpose and identify target audiences. It is then important to understand their needs and behaviour by using a mix of consumer research and data analytics to help create good content that consumers are interested in. Content marketers need to explore potential audience demographics, psychographics, attitudes, personalities and consumer behavior. It is also a priority to understand what media and content types they are consuming and how often, and then align content types and tone with their requirements. 2. Choose the right context The content marketer needs to consider how, when, where and why a piece of content should be placed, and make sure it is created and shared in an effective way. […]

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