Unlocking the Potential of Content Marketing Strategies for Brands
When it comes to content marketing strategies for brands, it’s not just simple math but a multifaceted approach to building trust, educating customers, and driving engagement. It’s natural to add 1 +1 and expect 2. We’re all taught this in school. It’s why many media companies traditionally measure the overall value of the content they create by doing the obvious math: They look at what they spent making and marketing their podcast series, film, art exhibit… whatever — and balance that against direct revenue that piece of content earned. Voila – the realpolitik of making (and valuing) art.
But this equation falls apart when you step into the complex environment of brand marketing.
Steve Pratt, founder of The Creativity Business and branded podcast pioneer, puts it this way in his recent article for Indie Media Club:
“Directly monetizing the content is not the business model. Instead, the content is being “hired” by the brand to do a particular job that benefits the company. And there are a lot of different jobs that brands can hire content to do.”
Steve does a great job in this article of categorizing the kinds of “jobs” that content can do for a brand. He mentions things like building trust, educating customers, brand positioning, the importance of brand mentions, internal communications, and business development, all of which help drive revenue.
But what I would like to do here is give you a couple of concrete examples from my experience as Chief Creative Officer at JAR Podcasts, working with leading brands to create podcasts.
How can making great content help your brand? Let’s count the ways
Example #1: Content can make you younger – ask Genome BC
Genome BC wanted to capture the attention of a younger audience and educate them about the field of genomics. They wanted optimistic, “sciency-y” content that wasn’t boring – and that increased their reach, with a limited budget to expand their audience. Through hyper-targeted creative development and a specific marketing campaign, Nice Genes! was born. The podcast highlights stories of how genomics is advancing issues that youth really care about, like fighting climate change and promoting racial justice. It features a fun scientist host – Dr. Kaylee Byers – aka the “rat detective” and many exciting examples of genomic scientists in the field. We also revamped the artwork to be quirky, comic-bookish, and slightly rebellious. Above all – the show is FUN. And Genome BC has received lots of positive feedback from its target audience.
Example #2: Content can make you smarter – ask RBC Capital Markets
Staggering investments are being made in the biopharma space. Although RBCCM had no shortage of opportunities for savvy investors, its profile was underexposed. Their podcast, Pathfinders in Biopharma, addresses this challenge head-on. Their host interviews researchers and thought-leaders on their work and insights, resulting in dynamic conversations exclusive to the show. It positions RBCCM “at the cutting edge of biotech and pharma” and allows them to appeals to this traditionally hard-to-reach audience.
Example #3: Content can Save Lives… ask BC Children’s Kelty Youth Mental Health Resource Centre
Mental illness can be a key risk factor for teen suicide. As parents, caregivers, or other trusted adults, it can be hard to know how to support a youth who is struggling with a serious mental health challenge. This challenge is amplified if you live outside a city centre and far away from direct access to care. The BC Children’s Kelty Mental Health Resource Centre’s podcast, Where You Are, provides peer support, information, and resources remotely, to help people talk to and guide the youths in their life toward the services and supports they may need.
I hope by now you’re beginning to get the message…
The ROI on branded content exists in a myriad of ways that aren’t always easily measurable under any single accounting column
In visual art, it is said that “beauty is in the eye of the beholder.” I’d argue that in podcasting – it’s in the ear of the listener.
If listeners aren’t getting what they need from your audio content, they will leave, and you lose the opportunity to earn a place in their hearts and minds. This means that — to successfully capitalize on their content, brands need to spend time understanding who their audience truly is – and how the needs of that audience intersect with the business goals or organizational mandates of the brand. Then, and only then, does the equation for success get truly simple.
Five takeaways on content marketing strategies for brands:
- Content marketing strategies for brands go beyond simple math; they involve multiple roles like building trust and educating customers.
- Effective branded content, like Genome BC’s podcast, can rejuvenate a brand’s image and engage younger audiences.
- Specialized content, such as RBC Capital Markets’ podcast, can position brands as industry leaders and attract niche audiences.
- Content can provide critical support and resources, exemplified by BC Children’s Kelty Youth Mental Health Resource Centre’s podcast.
- Understanding audience needs is crucial for successful content marketing, aligning business goals with audience interests.
Frequently asked questions
Have questions about how branded content actually works, what makes it successful, or how to measure the impact? Here are some of the most common questions we hear from brands exploring content marketing strategies and branded podcasts.
What are content marketing strategies for brands?
Content marketing strategies for brands are plans for creating and distributing content that helps achieve a specific business goal. That goal could be building trust, educating customers, improving brand awareness, supporting sales conversations, or strengthening customer loyalty.
Why is content marketing important for brands?
Content marketing is important because it helps brands stay relevant, useful, and visible to their audience. Instead of only promoting products or services, content gives brands a way to build relationships and provide value over time.
How do brands measure the ROI of content marketing?
Brands can measure content marketing ROI in several ways, including website traffic, engagement, lead generation, brand awareness, audience growth, customer retention, and sales influence. The value is not always direct revenue from the content itself. Often, the content supports broader business outcomes.
Can podcasts be an effective content marketing strategy?
Yes. Podcasts can be highly effective because they allow brands to build trust, share expertise, and create a deeper connection with listeners. Podcasts are especially useful for reaching niche audiences and communicating complex ideas in a more engaging way.
How can content marketing help brands reach younger audiences?
Brands can reach younger audiences by creating content that feels relevant, entertaining, and authentic. This often means using modern formats like podcasts, video, and social media, as well as focusing on topics younger audiences care about.
What makes branded content successful?
Successful branded content starts with a clear understanding of the audience. Brands need to know what their audience cares about, what challenges they face, and what kind of content they will actually find useful or interesting.
Can content marketing help position a brand as an industry leader?
Yes. Content marketing can help brands become trusted sources of information in their industry. By sharing expertise, insights, and original perspectives, brands can strengthen their reputation and authority.
How can content marketing support business development?
Content marketing can support business development by creating awareness, educating potential buyers, building trust, and helping brands stay top-of-mind throughout the buying journey. It can also give sales teams useful assets to share with prospects.
What types of content work best for brand marketing?
The best type of content depends on the audience and the goal. Brands often use podcasts, videos, blog articles, newsletters, webinars, social media posts, whitepapers, and case studies to support different stages of the customer journey.
Why is understanding audience needs so important in content marketing?
Audience understanding is essential because even the most polished content will fail if it does not address what people actually care about. Strong content marketing happens when a brand’s goals align with the interests, questions, and needs of its audience.
