Responsive Branded Content Breaks The Routine

Content Marketing for Brands requires making your content responsive to trends and the conversation surrounding your brand. This requires creating content that your audiences are looking for. This could mean building on a certain type of content or creating a different stream of content you think your customers are most likely to engage with. Since most browsing takes place on mobile, It is imperative that your content and creative tell your story in a format that is adapted for Mobile views.

Responsive content is a step ahead of engaging content where the engagement relies  on building outreach with your Fans and followers. On the other hand responsive content, relies on Interactions with your brand followers by creating a connect with conversation that strengthens the brand story.

Here are Five examples of  Brands  creating Responsive Content and how marketers can use the same approaches while planning their campaigns.

Create a Branded post that allows customers to connect with a concept or a style that can be a series of posts. McDonald’s has created a series of posts for products making them relevant and relatable for the audience with simple context such as “Time of Day”.

McDonald’s launched a Twitter RT campaign for the “Unlocking” of the song “Every Day With Love”. What made the post unique was the interaction required to unlock the song and use of video content.

Taco Bell has created Video content that takes on the rival Brand in a Twitter video and a film that talks about how routine is boring. The film plays out to show how everyday and routine can get to you and urges the young people to try out newer products from Taco Bell. Marketers can create a campaign idea that plays on the strengths of the product and the features without directly getting into a bullfight with rival brand. The use of imagery plays a great part in getting the idea across.

Lowe’s has used a series of April Fools Day posts  to engage audiences with easy to do tricks. A content stream for every occasion encourages audiences to return to the Brands’ profile page to see newer posts.

To share your Brand Story here is a clever example from Kraft that gives the logo typeface in a part manner asking users to identify the products from Kraft. A similar approach can be used to promote your Brand Story further by creating simple visual quizzes that require readers to answer questions about locations, offers, menus or rewards.

Tell your Brand Story with use of Content Play. #Playwithoreo is a campaign that allows users to see a short film and learn new recipes with a link directing to the website that hosts a number of recipes.

It's a slam dunk! And the crowd goes cookie!

A post shared by OREO (@oreo) on

Nike’s series of posts with short-form video to promote Air Max Day and launch of Air Max Zero have been viewed over 350,000 times. The posts tell the story of the product in a visual style right from the design of the product to the global roll-out on Instagram.

Wear Your Air. #airmaxday

A post shared by nike (@nike) on

The one before the 1. #airmax @nikesportswear

A post shared by nike (@nike) on

Key Takeaways for Brand Marketers and Advertisers

Create an Eco-system of Influencers that will seed the conversation for your Brand with the story that you are trying to communicate. Iterate your communication and campaign objective, prior to creating buzz for your brand or product launch. If you are launching a brand offensive, you must have a good collection of content in your repertoire to make the offensive look worthy of it.

Plan your Branded Content Components with the consumer in mind. If your fans engage with bite sized content then you require more of bite sized content pieces that help users engage with your brand posts. Use clippings from the Video that may be the recording of the song or a live show or your brand commercial.

Keep the conversation going on different networks to be seen as Brand which is present where the customer is. It is important to extend your content to all possible influencer points to keep the conversation going.

Use responsive branded content to promote products within a context as seen in the case of McDonald’s. This could be a way to introduce Brand Extensions within a context.

Use organic social media to gain insight and campaign interactions before cascading the conversation through social ads.

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