Unveiling the Chaos: Navigating the Minefield of Branded Content

The article titled ““Here’s 23,000 Ways That Branded Content Is a S**t Show (Guest Column)” addresses the challenges and problems associated with branded content in marketing. Although the title suggests a scathing critique or a frank discussion of the difficulties in creating branded content, the main topic of the article relates to common challenges in content marketing, such as producing high-quality content, generating of content consistently, understanding different buyer personas, and measuring the return on investment (ROI) of content. Furthermore, in the article we find reflections on the importance of brand content strategy and how brands can overcome these challenges to effectively connect with their audience and transmit the values they represent.

Branded content differs from traditional advertising in that it seeks to impact the audience and generate conversation around the brand in a way that traditional advertising cannot, often through storytelling and emotional connection.

Hey there, fellow marketers, content creators, and anyone else who’s had the pleasure (or rather, displeasure) of wading through the murky waters of branded content. Strap yourselves in, because we’re about to take a deep dive into the chaos that often ensues when brands try their hand at content creation.

Let’s face it, branded content can be a real rollercoaster ride – and not the thrilling kind. More like the rickety, old wooden coaster that’s been left to rust in the corner of the amusement park. You know the one I’m talking about.

Now, I’m not here to bash branded content entirely. When done right, it can be a powerful tool for building brand awareness, engaging with audiences, and driving conversions. But let’s be honest, those instances are few and far between.

So, why is branded content such a s**t show? Well, where do I even begin? Here are just a few of the 23,000 ways:

Lack of authenticity: Nothing turns audiences off faster than content that feels forced or insincere. Yet, many brands still insist on pushing out content that’s more about selling than adding value.
Over-commercialization: Sure, brands need to make money. But bombarding audiences with overtly promotional content is a surefire way to lose their trust and interest.
Poor targeting: Ever seen an ad for something you have absolutely no interest in? Yeah, that’s what happens when brands don’t bother to target their content properly.
Ignoring the audience: Speaking of targeting, it’s not just about demographics and interests. Brands also need to consider the wants, needs, and preferences of their audience if they want to create content that resonates.
Lack of creativity: Let’s be real, nobody wants to consume boring content. Yet, many brands play it safe with uninspired ideas that fail to grab attention or spark engagement.
Inconsistent branding: Your brand’s voice, tone, and style should be consistent across all content channels. Unfortunately, many brands struggle to maintain this consistency, resulting in a disjointed and confusing brand identity.
Ignoring feedback: Your audience isn’t shy about sharing their thoughts and opinions. Yet, many brands choose to ignore this valuable feedback, missing out on opportunities to improve their content and strengthen their relationships with customers.

And the list goes on and on. From poor execution to misguided strategies, there’s no shortage of ways that branded content can go off the rails.

But fear not, dear readers, for all hope is not lost. Despite its many pitfalls, branded content still has the potential to be a valuable asset in your marketing arsenal. It just requires a bit of care, creativity, and a willingness to listen to your audience.

Some examples of successful branded content campaigns

Dove with its campaign on female self-esteem, which carried out surveys and studies to counteract the negative effects generated by unattainable beauty standards.
Leche Pascual and its “Give the best” campaign, which conveys the message that we all have the ability to give the most, regardless of age, sex or what we do in life.
Doritos , with a campaign in the center of Madrid that embraces simplicity, showing a canvas without its logo to demonstrate the transcendence of the brand.
Red Bull , known for its events such as Felix Baumgartner’s Stratospheric Jump, cockfights and the crazy car race, being a benchmark in branded content1.
Cervezas 1906 with “The Ladder”, an experience that challenges people to think and act according to their own principles, even when the majority thinks otherwise.
Ruavieja and his campaign “We have to see each other more”, which mathematically calculated how many days of life are left together for people with close relationships but who see each other little, encouraging the value of shared time.
Coca-Cola with its “Share a Coca-Cola” campaign, which personalized bottle labels with common names, encouraging purchase and sharing.
Estrella Damm , who through her videos promotes enjoying the good moments in life, linking these concepts with her product in a circumstantial way.
Mack Trucks , which launched a campaign to receive stories from customers and fans linked to its trucks, creating a website to share these experiences.
Ikea with the «The Other Letter» campaign, where children wrote letters to their parents asking for time together instead of gifts, promoting the importance of emotional connection and family time.
Campofrío with «Everyone’s Curriculum», which challenged stereotypes and promoted the inclusion and appreciation of human capabilities and qualities beyond conventional achievements.
GoPro and its «Million Dollar Challenge», which involved users in creating content, highlighting experiences captured with their cameras.

These campaigns are examples of how brands can create content that resonates with their audience, generating emotions and experiences that go beyond traditional advertising, and often focus on telling stories that engage consumers in a deeper and more meaningful way. significant.

What are some common mistakes to avoid when creating branded content

When creating branded content, it is essential to avoid certain common mistakes that can decrease the effectiveness of your marketing efforts. Here are some of the most common mistakes and how to avoid them:

1. Ignore the Voice of your Audience

It’s easy to lose touch with what your audience really wants and needs while you focus on creating engaging content. Not ignoring customer feedback and preferences is crucial to creating content that resonates with them.

2. Overlooking Visual Consistency

Visual coherence is essential for brand identity. In today’s dynamic digital landscape, inconsistency can dilute your brand message. Maintaining a consistent visual narrative across all content, whether videos or photographs, is essential to strengthening your brand recognition.

3. Neglecting the Dynamics of Narration

Content without a compelling story often fails to capture attention. Storytelling is a powerful tool for capturing your audience’s imagination, so it’s important to infuse emotion, purpose, and a unique perspective into your content.

4. Prioritize Quantity over Quality

Some brands churn out content at the expense of quality, seeking to maintain a consistent online presence. However, it is more impactful to focus on high-quality, well-curated content than simply volume.

5. Underestimate the Power of Analytics

The digital sphere offers a large amount of information through analytics. Ignoring these valuable metrics is a missed opportunity. It is advisable to embrace analytical tools to understand audience behavior, refine strategies and improve content effectiveness.

6. Writing without a Defined Brand Voice

Content with a consistent brand voice establishes your brand, keeps the message fresh, creates an emotional connection, and gives you a competitive advantage. It is important to define and communicate this voice to all content creators.

7. Publish Content As Received from Writers

Publishing content without reviewing it to ensure it is aligned with the brand message, intent and marketing message is a critical mistake. Investing time in reviewing content and, if possible, involving the sales or product team to review content can better align sales and marketing messages for more effective conversions.

8. Hire Writers Only Based on Budget

Content quality can suffer if the decision to hire writers is based solely on budget. It is important to find a balance between cost and quality to ensure that the content is effective and resonates with your audience..

Avoiding these common mistakes can help you create more effective and resonant brand content, strengthening your marketing strategy and better connecting with your audience.

So, the next time you find yourself knee-deep in the chaos of branded content, remember this: with great power comes great responsibility. Use it wisely, my friends.