Writing about Life in the digital age
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Rescooped by rodrick rajive lal from Public Relations & Social Marketing Insight
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Does Branded Content Really Work?

Does Branded Content Really Work? | Writing about Life in the digital age | Scoop.it

Polar tested different ad formats including image-based content (graphics, image galleries, and slide shows), article-based content, and video-based content. It tested more than 30 pieces of content, with each type tested by a minimum of 1,000 people  via desktop, mobile, and both.


Among the findings of the study, conducted in March 2017:


--Consumer awareness of a brand increased to 69% after engaging with branded content, while purchase intent was 51%. The study also used a control group with no branding.


--Incorporating companion display ads next to branded content improved purchase intent by 17% and didn’t have a negative impact on brand perception


--Imagery (infographics, image galleries, and slide shows) performed the best among content formats. And notably, video isn’t always needed to tell the story. However, imagery outperformed articles by 11%.  


"We found that consumers responded a bit more favorably when there was less obvious branding,” Bella said....


Via Jeff Domansky
rodrick rajive lal's insight:
Somehow,  consumer awareness about brands has increased and people will always prefer to go for a branded product than any other one. 
 
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Jeff Domansky's curator insight, May 18, 2017 12:30 AM

Does branded content really work? Research says yes and that's great news for marketing.

Rescooped by rodrick rajive lal from Public Relations & Social Marketing Insight
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Developing the Brand Storytelling Plan

Developing the Brand Storytelling Plan | Writing about Life in the digital age | Scoop.it

“Storytelling.” It’s the flavor of the day, whether you’re talking about content marketing, visual communications or public relations, and for good reason. Stories are how humans communicate – with each other individually, across populations and over centuries.

In fact, many organizations are pretty good at identifying and defining their key story lines. The key to success in brand storytelling is in the next step – the strategic deployment of the story. Telling the brand story effectively requires a plan.

And to be clear, we’re not talking about hanging a touchy-feely post up on the blog and then calling it a day.  No.  Brand storytelling, in this context, means developing a sustained plan to create and execute a strategic approach to telling the brand story, in a way that supports company’s objectives.  Personally, I don’t give a hoot about impressions.  Let’s gun for something a bit more meaningful....


Via Jeff Domansky
rodrick rajive lal's insight:

Storytelling is definitely the flavour of the day, not just for content marketers, but also for educators and learners alike! Stories are about making emotive connections, they are about being human and not cyborgs! Making connections is also about being able to "communicate with each other," as the article states, and it is about appreciating another's point of view!

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Jeff Domansky's curator insight, February 10, 2015 3:46 PM

Sarah Skerik offers valuable tips on how to develop your brand storytelling plan.

Bilawal Sher SEO Masters's curator insight, February 10, 2015 10:39 PM

nice