What is Brand-Created Content?
Brand-created content is material that companies create and distribute to reach their business goals.
Core Elements of Brand-Created Content
- Original content from your brand
- Supports marketing goals
- Follows brand guidelines
- Delivers value to audience
- Controls brand message
👆 By the way, an interesting fact: Companies that consistently create content generate 67% more leads per month than those that don’t. Yet, only 40% of businesses have a documented content strategy.
What Falls Under Brand-Created Content
- Blog posts and articles
- Social media updates
- Videos and podcasts
- Email newsletters
- Whitepapers and ebooks
- Case studies
- Infographics
Remember:
Brand-created content isn’t about selling directly – it’s about providing value that builds trust and relationships with your audience. Sometimes it educates (like how-to guides), sometimes it entertains (like behind-the-scenes videos), and sometimes it inspires (like customer success stories).
Brand-Created vs User-Generated Content
Let’s compare these two important types of content:
Brand-Created Content
- Professional production
- Controlled messaging
- Higher production costs
- Consistent quality
- Strategic alignment
- Planned distribution
User-Generated Content (UGC)
- Authentic and spontaneous
- Independent voices
- Cost-effective
- Variable quality
- Real experiences
- Organic distribution
👆 By the way, studies show that consumers find UGC 9.8x more impactful than influencer content when making purchase decisions. That’s why smart brands use both types – professional branded content for key messages, and user content for authenticity and trust-building.
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