There is a lot of advice out there on how to write effective branded content. But much of it falls into one of two categories: the dos and the don’ts. In this post, we’ll take a look at both, and offer our own tips for writing content that will help you achieve your marketing goals.
First, let’s take a look at some of the most important things you should do when creating branded content. Then we’ll move on to the don’ts – the things you should avoid if you want your content to be successful.
Write with your audience in mind
When crafting branded content, it’s important to keep your audience in mind. Depending on the purpose or goals of the content, understanding target demographics, such as age and gender, can help create material that speaks uniquely to them. Similarly, recognizing any potential customer pain points and addressing them accordingly will make the content more meaningful. It’s altruistic but also beneficial—when customers spend time engaging with a brand’s message and feeling heard, they’re more likely to develop feelings of trust and loyalty towards a brand. Writing with your audience in view ensures that their needs are not overlooked and creates a connection between them and the company, making engagement higher and positive results more achievable.
Make sure your content is easy to read and understand
Creating content that is easy to understand and quickly readable is essential when creating branded content. It must be comprehensive without being complex, should be able to connect with the reader, and should include a call-to-action if appropriate. All writing should ensure that the brand’s message is clear even in shorter pieces of text and try to evoke an emotion or response amongst the readers. Additionally, it is fundamental that any content adheres to the branding style and tone of voice of the company in order to appear professional, consistent and trustworthy.
Include visuals, such as images and videos, to help bring your message to life
When crafting your branded content, consider incorporating visuals to make it more impactful and engaging. Whether it be images or videos, the right visuals can help bring a message to life and leave an impression on your audience. Not only can visuals make your content look more visually appealing, they also promote increased retention of the material. Research has shown that incorporating stimulating visuals can help increase comprehension by as much as 89%. Therefore, if you’re looking to increase engagement with your content and create a lasting impression, don’t be afraid to include visuals!
Crafting branded content is a task that requires an expert level of creativity and understanding. A great piece of branded content needs to capture audience attention while still highlighting the key points that make it successful. To achieve this delicate balance, content creators must think outside of the box when it comes to presentation and delivery. Incorporating animation, video and multimedia are all fantastic ways to engage audiences and communicate messages in a more imaginative way. Furthermore, traditional wordsmithing skills need not be abandoned – they should be balanced with the new tools of visual expression! Thriving in today’s digital sphere relies heavily on bold and creative play.
Keep it fresh
Keeping content fresh is essential to achieving a branded presence online. Creating impactful content takes effort and practice, but the pay-offs are invaluable when done correctly. Utilizing the latest trends in popular culture and interweaving them into engaging topics is a great way to not only attract attention, but also increase readership amongst existing and potential customers. Staying creative with your approach is key, as stale language can quickly cause it to lose its potency. Keep abreast of what’s happening in the world today and craft your words around it to give your content an edge in the often crowded marketplace of modern media.
Don’t be too promotional
When writing branded content, it is important to remember that you should never be overly promotional. Doing so will make your readers feel as though you are pushing a product on them rather than providing useful information or engaging content. It is much better to steer clear of speaking too positively about the product but instead focus on the benefits to the reader. Engaging content like this will ensure that your readers come back for more and are more likely to take action on what you offer. Make sure promotional language is only used when absolutely necessary and always follows an organic and helpful tone to give a balanced approach in your branded content.
Don’t use jargon
Using jargon when writing content for your brand can be a major misstep. Jargon is incredibly off-putting to an audience and detracts from the message you are trying to convey. Not only that, but it can often come across as overly complex or alienating, making your readers feel like they are completely out of the loop. Instead, focus on writing in a way that is both easy to understand and enjoyable to read – no matter the target audience or topic. Doing so will help ensure that your branded content captures people’s attention, resonates with them, and ultimately helps boost engagement with your brand.
Avoid cliches and overused phrases
Creating compelling content requires writers to think outside the box and avoid the use of cliches and overused phrases. It can be difficult to avoid these common phrases, especially when talking about industries with jargon-heavy concepts, but it can be done. Utilizing more creative language means making an effort to understand the audience’s point of view and what kind of language will resonate best with them. Branded content needs to have a distinct voice that sets it apart from competitors, and cliches only serve to homogenize messages across your industry. By taking the time to choose words carefully, you can ensure that your branded content makes an impression on the people who you want to engage with, something that relying on dull cliches cannot do.
Never plagiarize or copy content from other sources
Plagiarizing and copying content from other sources is something brands should never do. Any online business should strive for unique and original content that truly reflects its values, mission, and brand story. Doing so means the content will have the strong voice of a professional that stands out from the crowd. Those who copy or plagiarize without taking responsibility can end up with severe legal consequences, as well as reputational damage and lower SEO rankings. For a fresh perspective on any topic and high-quality results, it is important to create one’s own work instead of stealing someone else’s ideas.
Don’t forget to edit your content
When writing branded content, it is important to remember to always thoroughly edit and proofread the final drafts. Editing ensures that all of the information is accurate and that any errors are caught before publication. Poor grammar, typos, or factual inaccuracies can all damage a brand’s reputation and lower engagement with readers. It is also important to make sure that the content is engaging, organized, and easy to read. Doing so will help ensure that your branded content stands out from the competition and resonates with your target audience. It may also be beneficial to have someone else look over the material for a fresh perspective before the final draft is published.
Follow these tips and you can create strong, engaging content that will help boost readership and engagement with your brand. Keep in mind that the quality of your branded content is a reflection of your brand, so you want to put out the best possible product. With a bit of effort and creativity, you can create great branded content that resonates with readers and helps take your business to the next level.