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TABLE OF CONTENTS
3 Defining Branded Content
5 Benefits of Branded Content
7 Case Study
11 Getting Started
14 Conclusion
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Chapter One
Defining Branded Content
Simply put, all video is content. For us, content is the deliberate creation of art; where the ultimate goal is to entertain those who watch it. Branded Content is no different. The addition of the word “Branded” simply means that the cost of its creation and distribution has been underwritten by a brand as a gift to its fans with the expectation of nothing in return.
What is Branded Content?
From Branded Content 101
Branded Content is not: • An advertisement • A platform for product placement • Designed to sell things directly
Branded Content is: • A story • A way to truly engage with fans • A method to demonstrate a brand’s values by showing, not simply telling
The Buyers Journey
If you are familiar with the “buyer’s journey” timeline or Google’s famous ZMOT (Zero Moment of Truth) then you’ll understand where in time branded content nests. It lives upstream from the more traditional forms of marketing communication, working to foster brand awareness, trust and authority.
When the ZMOT comes, buyers are most likely to choose brands they like, know and trust.
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Chapter Two
Benefits of Branded Content
STATS: • 47% longer viewing times 1 • Video will be 70% of all online traffic by 2017 2 • 72% of marketers feel Branded Video Content is the most effective
form of advertising 3
Why Branded Content?
Citations: 1 -Google 2- Cisco 3- Content Council
Screenshot from Google Trends
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Chapter Three
Case Study: Dropbox
Case Study
Problem: Dropbox, like many companies in Silicon Valley, faced a diversity & inclusion challenge in its workforce; specifically the hiring and retention of US Military Veterans.
Solution: Working with the nonprofit VetTechTrek (VTT) we created a video highlighting the work of VTT to expose US Military Veterans to the tech space.
Results: Increased awareness among US Military Veterans of the culture of inclusion at Dropbox. As of September 2016 the video has been viewed over 70K times by their highly specific target audience.
Outcome: Dropbox is now currently meeting its recruiting goals for Veterans.
From our “Little Things Project” series
“To hell with facts! We need stories!”
-Ken Kesey“
Case Study
Other Examples
Starbucks Coffee has recently teamed up with Upworthy to distribute its latest branded content series. The project has garnered immense attention (+10M views) in the first week.
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Chapter Four
Getting Started
Just like the example from our friends at Starbucks, one of the simplest (and most effective) ways to start realizing the benefits of branded content is to align with a nonprofit.
Here at Fifty Square Feet Productions we recommend the following: • Choose to partner with a 501c3 that aligns with your values as an
organization • Has a mission that overlaps with your own • Has a large social media following comprised of potential fans of your
brand • Has a compelling and visually interesting story to tell
Not a verb {yet}.
How can I… Branded Content?
Check out our “Little Things Project” as a way to bring more attention to the goals, culture and mission of your organization.
BONUS: Donations to 501c3s are tax deductible. Choose a production company that understands how to properly navigate those waters.
Click the button below to fill out a simple questionnaire that will allow us to create a
customized brief for your next Branded Content project.
GET YOUR PROPOSAL
Interested in a “Little Things Project”?
“If history were taught in the form of stories it would never be forgotten.
-Rudyard Kipling“
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Chapter Five
Conclusion
#BrandedContent isn’t a trend. It’s the acknowledgement of a paradigm shift that actually happened quite some time ago. People are done being screamed at, treated like customers and generally commoditized. Instead, they prefer to be served content that they enjoy (and share), treated as fans and understood as individuals.
It also isn’t the only type of content you should be creating. There is still loads of utility in good old fashioned commercials. If your marketing is working properly, the commercial should be the last thing your fans see before they make a purchase and not the first.
sum·ma·ry- /ˈsəәməәrē/ (N)- a brief statement or account of the main points of something.
In Summary
Click the button below to fill out a simple questionnaire that will allow us to create a
customized brief for your next Branded Content project.
GET YOUR PROPOSAL
READY TO GET CREATIVE?
“Soon is not as good as now.”
- Seth Godin“
Email: [email protected] San Diego: (619) 212-8042 San Francisco: (650) 271-9844 Social: @Fiftysqft http://fiftysqft.com
Questions?
