Your brand plays a significant role in your business’s ability to stand out from the competition. When you’re discussing what your brand is, you likely think about your logo, packaging designs and company-wide values. But it’s also important that your brand is showcased throughout your content.
Branded content marketing refers to a type of promotion for your company’s product or service using engaging content through different avenues of distribution. By learning about what branded content is and how it can impact your search engine optimization (SEO) analytics, you can determine the best strategies that align with your company. That’s what we’re here to discuss.
What you should know about branded content
Let’s start by defining what branded content actually means. It’s an approach to advertising that refers to any piece of paid content created to promote your particular business’s product or service. As opposed to straightforward promotion, it involves a campaign that provides the viewer with entertainment or an emotional response while promoting the brand. It’s different from content marketing, which is meant to provide education or value to existing or potential customers.
It’s important to note that branded content is meant to be linked to your brand, not specifically advertise it. But without the brand incorporation, the content wouldn’t exist.
Examples of branded content include:
- A sponsored Instagram post with an online influencer or micro-influencer
- A music video that features the product
- A YouTube channel that connects the products or services to real stories
Brands that are often recognized as having effective branded content include:
- LEGO — The LEGO movie franchise
- Red Bull — Commercials of stunts being performed by people wearing the logo
- Coca-Cola — “Share a Coke” campaign
The benefits that branded content can bring to your SEO
When you’re creating a content strategy, search engine optimization is often one of the pillars. You want to improve your rankings on search engine result pages (SERPs) by making sure that your content is high quality, engaging and user friendly. By branding your content, you can boost your SEO metrics in a variety of ways that move your bottom line, including:
- Boosting brand awareness — One of the main goals of proper SEO strategy is to help people become more aware of your brand for increased traffic. With branded content, people are more likely to associate you with the message or creativity in the campaign. Brand awareness from content can also increase word-of-mouth referrals because it sparks something positive in the viewer’s mind and they want to share that with others.
- Increasing engagement — Branded content is often meant to be interactive and show how your company thinks outside the box. It can help boost engagement with conversions as well as actions on social media that broaden the scope of your campaign, such as shares and comments.
- Showcasing relevance — Relatability goes a long way in the world of marketing. By showing how your customers can relate to your product or service, such as showcasing an emotional connection, you can increase the relevancy of your content. Relevance is a large contributing factor to how the search engine algorithm ranks your content.
- Boosting reputation — How you promote your services and products plays a significant role in your reputation. Instead of bogging down people’s feeds with unwanted advertisements, branded content actually provides them with value or entertainment. It shows that you care about what you put out and that you’re not just going for the low-hanging fruit of ads. It can boost your reputation by being seen as authentic and genuine.
At BURG+CO., our SEO services can help you determine every effective tactic to improve your SERP rankings, website traffic and lead generation, including branded content. We can guide you through the process of creating paid content to help you get the SEO metrics that you’re looking for.
Want to attract new visitors to your website with branded content? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
