Branded Content: 6 Things To Remember before Publishing

Close-up of male hand with pen ready for writing

We all know that tight deadlines and a busy everyday life at the office can make you compromise or perhaps skip double-checking. Therefore, as a little help to content marketeers, we have made a small checklist. By following this you will hopefully avoid too many major mistakes.

  1. Make sure all content is relevant to your business
    Just as all your other marketing efforts should support your overall business objectives, each piece of content should aim to meet specific subgoals that flow into higher-level achievements. Whenever you publish content it should be relevant for both your audience and your own business perspectives. Always ask yourself if this specific piece of content is relevant enough to publish.
  1. You can’t and don’t need to be relevant for everybody all the time
    You have probably heard it many times before, but if you’re trying to be something for everyone you end up being nothing to no one. There – we said it! The same thing is valid for each update or piece of content. It doesn’t need to address your entire customer database or Facebook fans at once. What it does need though, is to speak to a relevant segment of that audience. Remember to have your marketing- and Social Media persona in mind and always have your playbook within reach.
  1. Be seen and optimize with keywords.
    Each piece of content should include a couple of keywords from your overall list. You have put efforts into producing the content, so make sure it gets found and has a long-lasting life span.
  1. Ensure your copy is demanding as much attention as possible
    You are hopefully already publishing a lot of content in different formats. Just don’t forget the basics. A good attention-grabbing headline is key – always! The choice of headline decides how many potential readers will read and engage with your content.
  1. Have a consistent Tone of Voice
    Your content must speak in a human voice to a human audience. The objective is for your content to have a consistent voice regardless of who is doing the writing, what platforms you are using and which segment you are addressing. From a brand perspective you want to be relatable as well as recognizable to the receivers. And as mentioned before always have the playbook within reach to check if you are aligned with the guidelines.
  1. Review your copy for typos
    Always have several sets of eyes checking each piece of content. Do not rely on word processors and their spell checking features, they don’t catch everything – especially not the most frustrating typos such as using “there” instead of “their” etc. Also make sure to have a consistent approval process to avoid stress when there is a tight deadline.

At Mindjumpers we have been producing branded content on a daily basis since our early days. We know that you will only meet and exceed your content strategy objectives by having a well-defined strategy, and not least a well-designed editorial structure. If you want to learn more about creating relevant content, we have written some more here or what about these 5 tips to assist your workflow?

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.