A choice to be made around “content” is that it can be created as either branded or non-branded. It’s important consider this difference when creating a content strategy for few good reasons, as will see later.
Given that the world is information saturated and hyper-competitive, therefore it’s imperative to:
- Select the right content
- Distribute the right content the right way.
- Monitor the content performance overtime
- Be flexible and ready to change course overtime
In the last post, we looked at how the experts try to define the term “content”. Now, let’s look at branded or non-branded content types one by one. We also attempt to envision their roles in the overall content strategy.
Branded content is usually clear about the brand or the business that it represents and in most cases explicitly states so as part of the content.
Commonly, there is a representative, like an author or creator; expressly creating content about a particular brand or business. Branded content is generally clear on the entity it’s about and the agency commissioned to create it.
Non-branded content generally does not contain references to any particular brand or business. This type of content is non-brand specific and therefore does not mention any specific business or brand names.
Such content is intended to support branded content and it may provide content about the particular industry without making reference to any specific brand. This type of content is generally widely distributed and is well suited to find a broader audience than branded content.
The current shift
There has been a contemporary shift towards non-branded content strategies, since it allows brands to connect with prospective customers on a more personal level, while attempting to have deeper conversation and higher level of engagement with them.
Since, prospective customers don’t appreciate hard-selling as soon as a business or a brand initiates a conversation with them. Therefore, the key to build trust and authenticity is primarily by providing helpful, uniquely informative non-branded content in the first place, thereby become one of the most trusted source of information. Once a group of loyal audience is formed, you can follow up with branded content to the right audience who will remember the brand or business for all the right reasons.
To sum up, a non-branded content strategy is crucial if a brand or business is concerned about building a solid reputation and standing in today’s crowded marketplace.
To wrap things up, let’s look at a short and brilliant video on the history of branded content.