Branded content is an ever-expanding territory for brands. Video, blogs, podcasts, infographics, and more can be branded content. The trouble with branded content is: how do you get people to engage with it? We see so many ads each day that we don’t see most ads that we come across. However, when we encounter something that breaks the usual mold, it catches our attention. A study from Turner Ignite found that 62 percent of consumers have a positive reaction to branded content.

Now here’s the key to branded content, it needs to be useful to your audience. How can you get your prospects to seek out your content? This is called Inbound Marketing. Make content that helps your audience to establish yourself as an expert in your field. It feels good when you can find something useful and consumers will feel good about your business when they find it through your channels. 

You may be saying “But my current followers are not my prospects.” Unfortunately, that kind of thing takes time. An important thing to remember is: every contact you have, even those that will never ever become your customers, have the potential to give a referral. And referrals tend to be the best kind of marketing.