Content with Heart.
Yay! New Marketing Terms
It's easy to get lost in a flurry of marketing strategies that may or may not work for your business. Heck, even once you've decided to make a video there are a ton of ways that you can go about it.
On the other side of the coin as more and more avenues become available audiences are less interested in advertising that doesn't serve them.
How do we connect with our audience in a way that shows them who we are? How do keep them coming back for more? How do we serve our audience (before they are even customers)?
But What Is It?
Simply put branded entertainment is content that aims to entertain or inform the audience first and foremost. It can take different forms; narrative stories like this ad campaign for Zoe Shoes.
Or a documentary feel like this web series created in partnership with GMS Medical Services.
Entertaining, but why?
You might be thinking "Sure, it's a nice idea but how does it bring customers through my door?"
The truth is this type of advertising serves the audience first. It feeds their desire to be entertained, informed and comforted by the content they ingest on a day to day basis.
Through storytelling and shared values/perspective it puts the audience and the brand in the same space. It creates an emotional bond between people and brands which translates to awareness and loyalty.
Think of it this way: If you could throw a party where everyone who came had a great time and felt an intimate connection with your brand, would you?