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According to a recent survey of more than 600 advertising and online marketing executives, 77 percent of ad agencies and 70 percent of companies have integrated branded content into their marketing plans. For the purposes of this study, branded content refers to a number of mediums including written content, custom video, and other branded entertainment.

Many of the companies reported that branded content was one of their most effective marketing techniques, and roughly 70 percent of survey respondents plan to allocate more room in their budgets for branded content over the next year. Of the companies surveyed who aren’t using branded content yet, 84 percent of agencies and 57 percent of businesses said that they plan to try it over the next year.

83 percent of the businesses reported that they typically use branded content on their own websites or in email marketing messages. Furthermore, roughly 70 percent indicated that they also distribute their content online through other digital marketing methods.

While branded content can take on a number of forms, its main purpose should always be to provide value to customers. It doesn’t matter whether your content seeks to inform or entertain—the idea is that it should be more about the customer than it is about your company. While your business can expect substantial benefits from branded content marketing, it isn’t intended to sell your service or products on its own. Branded content is all about making your name more memorable and helping customers to create a positive association with your brand.

In a world that is becoming increasing social, product recommendations from family and friends matter more than ever before. Customers rely on the people they know to help them make product and service choices because there is an overwhelming amount of information and advertising to sort through. For businesses, building loyal relationships with customers is key. You’ll hang on to your existing customers more easily, and in turn, those customers are more likely to recommend your business to others. Branded content shows customers that you have their best interests at heart and makes them feel comfortable trusting you.

If you’re ready to start developing your brand and building loyalty with your customers, Red Crow Marketing can help you create an effective marketing strategy. We’ll help your company find the right combination of advertising techniques and deliver branded content that will win customers over. When you need content that offers value to your customers, contact us at 417-889-1658 or email ron@redcrowmarketing.com.

A report on this study was originally published on May 20th by Marketing Charts. You can read more about the survey and its findings here.

 

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