Why brand content is the new marketing star

More than just advertising: A new star is born

In a world over saturated with advertising, consumers are looking for authentic and valuable content. Brand content is a marketing strategy. It aims to create a stronger connection with the target audience. This is done through content that is informative, entertaining, or inspiring.
What exactly is brand content?
Brand content goes beyond traditional forms of advertising. It is content created by brands to communicate their values, story or expertise. This content is not primarily intended to sell products, but rather to build an emotional connection with the audience.

The most important characteristics of brand content:

Value-oriented: Brand content offers added value to the audience, whether through information, entertainment or inspiration.
Storytelling: Brand content often tells a story that reflects the values and identity of the brand.
Authenticity: Brand content comes across as authentic and credible because it is not obtrusively promotional.
Target group-oriented: Good brand content is tailored to the interests and needs of the target group.

Why is brand content so effective?

Building trust: Valuable content establishes the brand as a trustworthy expert.
Strengthening brand loyalty: Brand content creates an emotional connection and promotes customer loyalty.
Improving brand perception: High-quality content helps to positively influence the image of the brand.
Increasing reach: Interesting content is readily shared, which increases the organic reach of the brand.

How do you create successful brand content?

Target group analysis: Understand the needs, interests and preferences of your target group.
Content strategy: Develop a clear strategy that takes into account your goals and the needs of your target group.
Creativity: Be creative and innovative to create content that stands out from the crowd.
Storytelling: Use the power of storytelling to convey your message in an emotional way.
Quality: Ensure high quality in the creation of your content, be it text, image or video.
Distribution: Distribute your content via the channels that your target group uses.
Measurement and optimization: Analyze the performance of your content and continuously optimize your strategy.

Examples of outstanding brand content

Red Bull: Red Bull has made a name for itself through its extreme sporting events and documentaries. This content reflects the brand values of adventure and performance.
GoPro: GoPro videos show breathtaking footage of adventures and experiences filmed with their cameras. This inspires the target group and shows the performance of the products.
HubSpot provides many free resources. These include blog articles, e-books, and webinars about marketing and sales. This establishes HubSpot as a leading provider of marketing software.

The future of brand content

Brand content will become even more important in the future as consumers increasingly look for authentic and valuable content. Brands that manage to reach their target audience with relevant and engaging content will gain a decisive competitive advantage.