the difference between branded content versus free publicity
branded content
An increasingly popular strategy is using branded content. This is content that an organization produces and publishes to creatively promote products and services. This is because it helps (potential) customers to understand what your organization stands for. The identity of an organization is often based on the mission and vision that are central. If you convey this to the customer in the right way, it helps to increase their engagement. You can see it as a subtle way of advertising. Branded content comes in various forms, including blog posts, social media posts, videos, podcasts, and events.
The focus of branded content is not on an organization's products or services. This form of content marketing is seen as more organic, so people actually want to share it with their friends. Please note that this involves costs, for example for content creation, advertising space and website maintenance. By using storytelling, emotion and other creative techniques, branded content can leave an impression on your target group. This is how you build long-term relationships with potential customers.
For example, someone interested in shoes won't easily share a shoe ad, but they will share a TikTok about the latest shoe trend.
free publicity
But people often think that branded content alone is enough. Because: why invest in free publicity when you already have reach with branded content? The answer is quite simple: reliability. Free publicity is usually earned, that's why it's also called 'earned media“called”. These include, for example, news articles, social media mentions and reviews.
In free publicity, the journalist asks for your knowledge and expertise, so that you are portrayed as an expert in the media. When an organization appears positively in the media in such a way, this works as an outside confirmation. As a result, potential customers are more likely to have confidence in the product or service — and therefore also in the organization. This is both positive for promoting brand loyalty and for increasing the thought leadership position.
Point of attention: It is important to realize that, as an organization, you are not directly responsible for the content of your free publicity or its distribution. With branded content, on the other hand, you have full control.
consider and choose
Choosing when to bet which of the two can be difficult. Of course, the guarantee for branded content is higher than that of free publicity. This is because you have more control over the branded content that you broadcast than over the publicity that someone else gives your organization. So, how do you make the trade-off?
when do you use branded content and when do you use free publicity?
Success cannot be achieved without measuring your results. So ask yourself what you ultimately want to achieve and, based on that, determine a number content goals.
when do you use branded content?
Branded content is used as part of content marketing, where the goal is to improve an organization's brand awareness and image.
Branded content can be used in a variety of situations, including to:
- Introduce the brand name or product to a new audience;
- Creating more involvement with the organization's existing target group;
- Improving the organization's image or reputation;
- Launching a new product or service;
- To tell a story that matches the identity of the organization.
It is important to remember that branded content should not appear too commercial, but rather be relevant and interesting for the target group. Make sure that the content does not come across as advertising, for example by using a call to action to avoid. Above all, bring your Unique Selling Proposition (USP)) under the spotlight. Increasing an organization's favor factor is key, so do good research into the target group you want to reach. Your content is more likely to connect with the target group if you know what drives them, what they find important and what their frame of reference is.
Platforms like TikTok and Instagram are perfect for this type of content. Especially because these are increasingly common when search engines are used. In addition, there is a good chance that you will reach the right target group thanks to the strong algorithm. This makes it easier to find your content than ever. For example, look at the content of Duolingo. The content has nothing directly to do with the service they provide. They use their platform more to show that they are sympathetic and to get in touch with their target group.
when do you use free publicity?
Free publicity can be used to draw attention to your organization or brand at no cost. This can be done, for example, by means of news articles, interviews, reviews or social media messages.
Free publicity can be used at various times, for example when:
- Launching a new product or service;
- Achieving milestones;
- Carrying out a special project or event;
- Sharing knowledge and expertise: also known as'thought leadership“called”.
Remember that free publicity cannot be fully controlled and depends on the opinions of others. That is why it is important to ensure that your organization is publicized in a positive way. You do this by ensuring a good reputation and delivering quality.
Now that it's clear why you should use free publicity, it's good to know how to do this. Have a strong strategy and decide whether you only send out high-quality messages or prefer to focus on quantity and send out a lot. You can read the pros and cons of these two strategies here. Don't just choose the strategy you think suits your organization, look at what fits well with the target group and the journalists you write to. Choose to share a mix of news, views, and informative posts. Well-founded opinions can contribute to conquering a thought leadership position. In the case of free publicity, it is also better to omit advertising and selling products.
While branded content and free publicity serve different purposes, they are not mutually exclusive. It is wise to combine both options to maximize their reach and impact.
