By Jennifer Przywara
Two of the key success factors of content marketing are the relevance and the value of the content being distributed. But how to create valuable content while achieving relevance for both the sending brand and the receiving audience?
To answer this question, we first have to clarify value and relevance in the context of branded content. In simple terms, we can say that valuable content is content that doesn’t focus solely on sales, that proves a certain journalistic aspiration, and that meets a standard of quality.
In order to determine relevance, we need to differentiate between two perspectives: the receiver’s view and the sender’s view. Relevance for the receiving party is given if branded content fulfills a need or needs of that audience, such as the need for information, entertainment, or interaction. Relevance for the sending party is given if, for example, messages are getting across the brand’s purpose or values in order to create a specific and unique picture of the brand.
To dip into the aspect of relevance in more detail, think of traditional image films. This kind of content showcases a brand’s purpose and explains the story behind the brand. Therefore, it naturally contains relevant content for the brand (the sending party). Nevertheless, the same image film might be absolutely irrelevant to potential customers (the receiving party).
While doing some research, I came across this image film from KUKA, a pioneer in robotics and automation technology. I must admit that I was truly impressed by this movie, and so entertained that I shared it on several social platforms. The movie became relevant to me because of its impressive and stunning production as well as its entertaining storyline: a battle of humans versus machines. At the same time, it’s relevant for the brand, because it implicitly demonstrates that KUKA is able to produce incredibly precise, human-like robots.
And that’s exactly the point. Simply telling audiences what your brand can do, how it functions, and what you allegedly stand for makes your content neither valuable nor relevant for your target group. But communicating your brand’s identity and values implicitly by wrapping the unique features of your brand in a great story that focuses on applied solutions, not isolated features, can make it appealing and thus relevant for a wider audience.
Jennifer Przywara is a trainee in brand consulting at MetaDesign Düsseldorf.