Global B2B companies churn out content pieces such as infographics, case studies, assessments, and other forms of thought leadership content to create brand awareness. But is this content enough to engage the customers and the market? Not really. Marketers like you need to look into branded entertainment to get more customer engagement and brand loyalty.
What is Branded Entertainment?
Adweek loosely describes “branded entertainment” as any content that starts a positive conversation around a product, service, or set of values. This content builds a story around your product
or services, showing it in a positive light and getting the audience to engage in your content as much as a film or a TV show. As opposed to other marketing endeavors, branded entertainment doesn’t focus on your products and their features but on entertaining the audience.
Here are some ways to get it done without much hassle:
Incorporating Branded Entertainment into Your Marketing Strategy
Original programming, such as web series published on the brand’s social media channels, can help you raise awareness through stories that share your brand’s values instead of directly marketing your product or services.
Create social media brand content that is entertaining and exciting enough for the audience to make it viral. Such PR brings positive media attention to your brand and creates mass awareness for your brand or product.
Volvo's entertaining video of Van Damme's split stunt on YouTube has 114.5 million views. The video didn't need a call-to-action because it wasn’t to convert leads. Instead, it was meant to showcase a piece of business-use truck technology and get engagement.
GE used podcasting for advertising
twice, once with its show ‘The Message’ and again with its new series ‘LifeAfter.’ Neither show discusses GE's products. Instead, they were "GE-presented" and were received well.
Summing It Up
People are less likely to comment on or share brand posts directly, but they are more likely to tweet or share them on their Instagram stories. This way you can measure the impact of branded entertainment. B2B marketers should consider branded entertainment as a way to build trust and start conversations between their brands and their audience to get a long-term ROI.