How to market your brand using interactive native content — Part 4
In part 4 of a series exploring interactive native content, contributor Jane Loring examines how this new approach to storytelling can help with your rebranding efforts.
After examining the role of interactive content in brands’ awareness, growth and market education efforts, it is time for us to take a closer look at how brands reinvent themselves via the content they create. The emergence of interactive content, alongside the rise of native advertising, make interactive native content a valuable contribution to any pivot in the company’s strategy, very much including the rebranding process.
Do your homework
Using interactive native content as a tool to ask questions and gather intel before you get started is a good first step. Harnessing interactive content’s ability to form a dialogue with consumers is a new take on market research that should be done before any major business move, by conducting an interactive poll among existing clientele.
Use interactive content campaigns to give users a chance to express their feelings and views regarding your product or offering.
Approach new markets
Quite often, a rebranding campaign is meant to approach new markets where the brand’s market share is relatively low. Using native content at scale (delivered to specific publishers relevant to the target audience) is very effective in doing so, since it allows the brand to reach users where they normally consume content they find interesting. This is a subtle and more sophisticated way of branching out.
When placing content externally, it’s crucial for the brand to understand the true meaning of the term “native.” The brand must investigate to see how its own values and language correspond with those of the chosen media channel, and adjust accordingly.
The idea is to introduce the brand’s messaging to the chosen target audience in a surrounding that feels natural and familiar, as American Express (disclosure: client) did with its native content campaign, inviting readers to discover their perfect holiday destination, approaching young, UK-based families interested in travel.
Tell your story
The basic notion behind native advertising is also its strongest suit; brands use content to communicate with audiences and share their story in a simple and clear manner.
The same approach works wonders where rebranding is concerned, since content marketing allows brands to address their audience, explain the logic behind the process, and prepare users for the changes ahead. Content marketing gives brands the opportunity to share their newly established values in the best way possible. After all, we love discussing the relationship that brands should be building with their audience, and as far as relationships go, communication is key.
This form of market education can be very effective, and interactive content that is inherently engaging helps make sure that users consume the message in its fullest, without abandoning the piece due to lack of interest.
Another important factor involves the brand’s visual assets, which often play a major role in the rebranding procedure. Consider what content elements work best for the company’s brand book, and place an emphasis on the sponsored content’s visual aesthetic. It would also be wise to opt for storytelling tools that are video- and image-based to help the refresh shine.
Conduct market research using interactive polls
Engage new audiences on their favorite content channels
Communicate the logic behind your rebranding process
Rebranding is an all-hands-on-deck move. It can be a shift in strategy, messaging and values. The above examples provide only a glimpse of what interactive native advertising can do to help make this process a successful one, and we can expect to learn new tips and tricks as the industry grows.