Brand content refers to the idea of a brand being a content publisher. This practice is not new (see the Michelin Guide since 1900 or Votre Beauté, L’Oréal’s magazine since 1933), and the digital realm is accelerating the phenomenon.
Brand content is a value-creating lever for companies. By shedding light on the cultural background of brands, it enriches the offer, gives meaning to consumers and gains the allegiance of employees:
- It reinvents the brand’s relationship with the public and responds to new expectations on dialogue and authenticity.
- It allows the brand to highlight its point of view on the world.
- It is essential if you want to rise on the Web, to occupy social networks, to feed the voice of leaders, to exist in the public space, to be considered by the media, to expand overseas.
Through brand content, beyond its commercial function, the brand embraces an existential role with the consumer: it transforms the status of consumption, turning it social and cultural. Audience, influence, commanding attention, partnerships … the brand can indeed develop strengths traditionally reserved for the mass media.
Different schools co-exist with words terms as “content marketing,” “branded entertainment,” “branded content,” “inbound marketing,” “brand journalism,” “brand publishing,” “social content”…
The term “brand content” expresses a generalist view of editorial content and claims a link with the brand.
Strategic brand content
For a brand, this centers on developing a coherent editorial strategy, one in line with its identity and its calling. It differs from anecdotal, opportunistic or tactical brand content.
Once defined, the brand content is deployed over time through the various contact points of the brand. It requires strong team involvement and answers to an investment logic.
Strategic brand content is a lever for creating value:
- Heritage-linked: Its content library gives the company a library value, comparable to the active, highly monetized stock of the major U.S. film studios.
- Cultural: The publication of content enriches and legitimizes the brand’s cultural positioning by developing its aura, its field of discourse and interaction with political, intellectual, artistic and media networks.
- Relational: Through its various forms of editorial expression, the brand deepens its relationship with its prospects and customers.
In the end, strategic brand content claims:
- The development of the brand as a cultural agent
- The use of content as a lever for development and innovation, or even as a source of revenue with a business model of its own