Why you should be focused on branded content marketing
When small business owners think about content marketing, educational content is usually the first content pillar that comes to mind. It makes sense–studies show that prospects are 83.6% more likely to make a purchase from a company that offers educational content.
But that doesn’t mean you can completely ignore branded content marketing. In fact, branded content is known to help increase brand recall by 86%, meaning that it’s essential for brand awareness.
To put it all together–you need both educational content and branded content marketing to attract and convert new customers. But what does branded content look like for a small business? I’ll walk you through what brand content should mean for your business, examples that can start jogging your creativity, and steps to get started on your branded content strategy.
The benefits of branded content marketing
Branded content marketing serves both your potential and existing customers. For potential customers, this type of content builds your brand awareness and positions you as a top option for their needs. You can reach new parts of your audiences who haven’t heard about you, and just like educational content, create value that drives your audience to become a lead.
For existing customers, branded content offers ongoing value, helping differentiate you from your competition and retain more long-term customers. And we all know how helpful it is to retain customers vs. finding new customers–it can be five to 25 times more expensive to acquire new customers. In general, this type of content can create a better client experience and offer informative content that makes your clients want to stay loyal to you.
Examples of branded content for small businesses
Branded content for bigger companies might look like paid ads and sponsored videos, but it can look a little bit different for small businesses. These examples are all great options to get started with.
Case studies and testimonials
Even if you don’t think you need branded content marketing, I guarantee that you need case studies. According to surveys, 36% of marketers say case studies are one of the most effective types of content, even more than long-form articles, podcasts, and infographics. And I can definitely add to that statistic as a marketer who agrees.
Case studies provide social proof that your services are worth it, just like how traditional word-of-mouth makes potential clients feel assured about booking with you. We all want to make sure we’re spending our money wisely, and having proof points gives us that peace of mind.
Your case studies also tell a story that your audience can resonate with, especially if they identify with the customers you’ve worked with in the past. At an emotional level, they make your brand something to relate to, which builds your customer relationships even before they’ve booked with you.
Collaborations and partnerships
In the small business world, we need to lean on each other! Collaborations and partnerships with other businesses are a win-win for everyone’s brands, as long as your audiences are similar and complementary.
A great example of a small business partnership is when event planners recommend other businesses through their preferred vendor list. A similar model can be used regardless of what type of businesses you have–consider striking a deal to refer each other to clients or even co-branding your offers and packages.
Behind-the-scenes content
Something that might feel uncomfortable for a lot of us, but serves to grow our brands, is behind-the-scenes content. This type of content makes your brand feel more human, personable, and fun! Plus, it gives potential customers a direct view into what it’s like working with you.
“BTS content has already proven itself in the corporate space–I know you’ve seen brands like Duolingo, Crocs, and Netflix going viral on TikTok and Reels with seemingly off-the-cuff, lo-fi videos with employees. ”
In the small business world, you can still take a page out of these companies’ playbooks. Depending on your business model, this type of content might include casual videos of you and your team at work, screen recordings of your creative process, and photos of your workspace.
Q&As
You might think that your business isn’t big enough for a Q&A, or maybe you don’t have a lot of clients under your belt. It doesn’t matter! You still have a unique skill set and expertise that people deserve to know about, and one way you can share that is through Q&As.
“I personally love when business owners I follow create a Q&A about something timely that they’re knowledgeable about. It’s a great way to keep me hooked, and it makes their brand feel more helpful and authoritative. ”
It’s also a great way for business owners to create helpful content without overthinking it. Plus, you can create a Q&A in a variety of formats–a series on your Instagram Stories, a blog post, a section in your email newsletter, and more.
Thought leadership
Similar to a Q&A, thought leadership content allows you to share your industry expertise. Pairing the two can be a great way to repurpose content and get more out of it. If you have a topic you’d like to share your opinion on or tips for your audience, you could start a Q&A on your socials and then link to a long-form blog post.
“Some great mediums for thought leadership include video content, webinars, and podcasts. ”
How-to content
How-to content is typically used for SEO, but you can also make some great how-to content that’s more focused on your brand and business.
For example, say you offer a free template–creating a how-to resource with tips for that template is a great way to offer more value to your leads.
“How-to content related to your products and services can also ensure that your customers are getting the best results. ”
How to create branded content
Now for the fun part–ideating and creating your branded content! If you don’t have the ideas flowing yet, ask yourself these questions. I guarantee you have content ideas ready, whether you know it or not.
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Maybe there’s a new trend in your field or something in the news that has to do with your work. If you have an opinion or a distinct POV about something, you can probably lend your expertise to the conversation. Creating a Q&A or a piece of thought leadership about the topic is an easy branded content win.
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Business owners with something visual to share (photographers, designers, etc.) might have this the easiest, but all business owners can share their behind-the-scenes. Even if you spend all of your time behind the computer, it could be a great opportunity to share a screen recording of your work process.
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Some of the easiest stories to tell will come from your client work. How you worked with someone and what that looked like can easily turn into a case study. But, some of your best stories might also include what you’ve been through as a business owner, or even your personal anecdotes. You might be surprised, but stories that aren’t related to your business can end up engaging your audience the most, and it’s a great way to give your brand more personality.
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Usually, the people who can help us the most are right in front of us, and we don’t even realize it! There are probably a few connections in your network who could make a successful partnership. I recommend browsing your contacts like and LinkedIn connections to see if anyone comes to mind.
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Do you find yourself answering the same questions over and over again for your clients? Or are there ways your clients can get more out of your products and services in the long term? This type of educational content is key to retaining customers and improving your client experience.
How to measure branded content marketing
One misconception is that branded content isn’t as measurable as informational or educational content, but that’s not true. You can measure your branded content’s success based on the following content marketing KPIs:
Engagement
Branded search traffic
Customer retention
New leads
Get branded content that grows your sales
Ready to grow your business with branded content? I’m here to help you finally fill your content gaps so you can have a stronger brand that meets your goals. My content writing services are customizable to meet your needs, and I always prioritize SEO to ensure you’re showing up online.
Contact me today–let’s chat!
