Brand Content vs. Content Marketing: Which Is Best For Your Business?

Table of Contents

What Is Brand Content?

What Is Content Marketing?

Brand Content Goals

Content Marketing Goals

Content Marketing Benefits

The Right Fit For Your Business

Brand Content Example

Content Marketing Example

Brand Content vs. Content Marketing: Which Is Best For Your Business?

In today's dynamic business landscape, most businesses struggle with the challenge of effectively engaging their clients.

Gone are the days of conventional advertising as consumer preferences evolve. Given that content costs 62% less than traditional advertising and generates more than three times as many leads as outbound marketing, it’s clear why businesses are increasingly drawn towards content creation to connect with their audience. However, navigating the array of options including brand content and content marketing can be overwhelming. This article dissects both these strategies, enabling you to make an informed decision for your business.

Though both have their advantages, you must assess your business objectives, target demographic, and available resources before making a decision. By understanding the differences between brand content and content marketing, you can adopt a strategy that resonates with your brand identity and effectively engages your audience.

So, let’s explore which approach is optimal for your business.

What Is Brand Content?

Brand content is material that resonates with your brand’s messaging and values. Its purpose is to forge a distinctive identity that strikes a chord with your target demographic.

what is brand content

To craft impactful brand content, it’s essential to have a solid understanding of your brand’s core values and positioning. This ensures that the content remains authentic and coherent with your brand’s identity. Whether it’s through blog entries, videos, or social media posts, brand content crafts a memorable experience that leaves a lasting imprint on your audience.

In a 2013 video campaign, Dove’s Real Beauty Sketch Campaign went viral and became the most-watched content of the year. It targeted self-esteem and beautifully encapsulated the idea that women are more beautiful than they think they are.

One of my personal favourites is the 2017 Jeep Compass commercial. “Love, hope, happiness” is the message of this ad and it targets young, adventure-seeking, non-conforming adults who go with the flow of life and everything that comes at them.

And although brand content is very effective at driving sales, it isn’t solely focused on immediate conversions. Its primary objective is to enhance brand awareness and loyalty, which, in turn, can lead to heightened customer engagement and eventual conversions. By creating narratives that articulate your brand’s story and resonate with your audience on an emotional level, you can establish a robust, memorable, and relatable presence that differentiates you from others in the marketplace.

What Is Content Marketing?

Content marketing is all about creating valuable and informative content to attract and retain a clearly defined audience. It aims to position your business as a thought leader and guide customers through your conversion funnel.

It involves creating content that provides value to your audience, whether it’s in the form of educational articles, how-to guides, or industry insights.

content marketing value

Content marketing is a long-term strategy that requires consistent effort and a deep understanding of your target audience. By creating content that addresses their pain points and provides solutions, you can attract and retain a loyal customer base. Content marketing is not about self-promotion, but rather about providing value and building relationships with your audience.

Goals And Objectives Of Brand Content

The goals of brand content are primarily focused on building brand awareness and loyalty. By creating content that’s in line with your brand’s messaging and values, you can establish a strong presence and connect with your audience on an emotional level. Here are the key objectives of brand content:

1. building brand recognition

Create a unique identity that sets your brand apart from the competition. By consistently communicating your brand’s messaging and values, you can increase brand recognition and awareness. MacDonalds, Nike, and Apple provide great examples of unmistakable brand recognition.

brand-recognition-examples

2. creating emotional connections

Elicit an emotional response from your audience through storytelling. Crafting content that strikes a chord with your target demographic can foster a deep emotional connection and nurture brand loyalty.

3. differentiating from competitors

In today’s crowded marketplace, it’s crucial to differentiate your brand from competitors. Brand content allows you to showcase the things that make your company unique and compel customers to choose you over others.

4. increasing customer engagement

By creating compelling brand content, you can increase customer engagement and foster a sense of community. Think “People like us do things like this” (as the master himself Seth Godin says). Making people feel like they’re part of your tribe leads to increased customer loyalty and advocacy.

Goals And Objectives Of Content Marketing

The objectives of content marketing are focused on attracting and retaining a specific target audience. By creating valuable and informative content, you can establish your brand as a trusted resource and guide customers through the conversion journey. The key objectives of content marketing include:

1. establishing thought leadership

Position your brand as an authority in your niche. By consistently providing valuable information and insights, you establish thought leadership and build trust with your audience.

2. Attracting and retaining customers

The primary goal of content marketing is to attract and retain a loyal customer base. By creating content that addresses your audience’s pain points and provides solutions, you can attract new customers and keep them engaged.

3. Guiding customers to conversion

Content marketing is not just about generating leads, but also about guiding customers through the conversion funnel. By creating content that addresses each stage of the buyer’s journey, you can nurture leads and drive conversions.

lead nurture

4. increasing brand loyalty

By consistently providing value to your audience, you can increase brand loyalty and customer satisfaction. Content marketing allows you to build relationships with your audience and foster a sense of trust and loyalty.

Benefits Of Content Marketing

Content marketing offers several benefits for businesses looking to attract and retain a loyal customer base. Some key benefits of content marketing include:

1. thought leadership

Content marketing allows you to establish your brand as an authority in your niche. By consistently providing valuable information and insights, you can position your brand as a trusted resource and build trust with your audience, ensuring they always come to you for answers to their problems.

2. increased brand loyalty

By fostering relationships with your audience, you can increase brand loyalty and customer satisfaction. Content marketing is an effective way of building a sense of trust by providing value.

3. lead generation

Content marketing is also an effective strategy for generating leads and driving conversions. By creating content that addresses each stage of the buyer’s journey, you can nurture leads and gradually guide them toward making a purchase.

4. cost-effective

Content marketing is three times more cost-effective than traditional advertising. With the ability to reach a wide audience at a fraction of the cost, content marketing offers a high return on investment for businesses. Plus, content lives online for a long time and has the chance to reach new leads months and years after it’s put out to the world.

Brand Content Vs. Content Marketing: Finding The Right Fit For Your Business

When deciding between brand content vs. content marketing, it’s essential to evaluate your business goals, target audience, resources, and what stage your business is at. Both strategies can be effective in reaching your audience, but it’s crucial to choose the approach that best communicates your brand message and is in line with your business goals.

If your primary goal is to build a strong brand presence and create an emotional connection with your audience, brand content may be the way to go. By creating content that aligns with your brand’s messaging and values, you can differentiate your brand from competitors and build a loyal customer base.

This option is great for companies that have a well-defined brand, know to whom they offer their services or products, and understand exactly what their customers want. It can also be a great fit for luxury items and services that don’t require much education, or if the target audience’s primary driver when purchasing is emotional connection.

If your goal is to establish your company as a thought leader and gradually guide customers through the conversion funnel, content marketing may be the better fit. By creating valuable and informative content, you can position your brand as an authority in your niche and attract and retain a loyal customer base.

This strategy can be well-suited for companies in the growing stage of business that need to build trust before customers make a purchase, or for niches that rely more heavily on information before transactions can take place.

Ultimately, the decision between brand content vs. content marketing depends on your unique business goals, target audience, and available resources. It’s important to carefully evaluate each strategy and choose the approach that best aligns with your brand identity and objectives.

Successful Examples Of Brand Content And Content Marketing

To drive these points home, let’s take a look at some successful examples of each strategy.

Successful brand content example

One of the best examples of successful brand content is Coca-Cola’s “Share a Coke” campaign in 2013. This campaign aimed to create an emotional connection with their audience by personalizing their bottles with popular names. By creating a unique and personalized experience, Coca-Cola was able to generate a strong emotional reaction from its customers and increase brand loyalty. Imagine seeing your name on a Coke bottle – I’d definitely buy one!

successful brand content

The “Share a Coke” campaign went beyond traditional advertising and focused on creating a memorable and interactive experience for their audience. By aligning their brand with the idea of sharing and personal connections, Coca-Cola was able to differentiate itself from everyone else selling similar products and build a strong brand presence.

Successful content marketing example

A great example of successful content marketing is HubSpot’s blog. HubSpot provides valuable and informative content on a wide range of topics related to marketing, sales, and customer service. By consistently creating high-quality content that addresses its audience’s pain points, HubSpot has established itself as a trusted resource and thought leader in the industry.

HubSpot’s content marketing strategy attracts and retains a loyal customer base by providing valuable insights and solutions. By offering free resources such as e-books, templates, and webinars, HubSpot nurtures leads and guides them towards their products and services, making them one of the most trusted marketing and sales resources online.

successful-content-marketing

Magnify Marketing is a marketing agency that can help your business send the right message through content marketing and branded content. Reach out to us today to learn about how we can create customized content for your business.

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