{"id":18389,"date":"2021-06-07T18:40:54","date_gmt":"2021-06-07T16:40:54","guid":{"rendered":"https:\/\/www.travel-insight.fr\/what-is-brand-content\/"},"modified":"2021-06-07T18:40:54","modified_gmt":"2021-06-07T16:40:54","slug":"what-is-brand-content","status":"publish","type":"post","link":"https:\/\/www.travel-insight.fr\/en\/what-is-brand-content\/","title":{"rendered":"What is Brand Content?"},"content":{"rendered":"<p style=\"text-align: justify;\">What is Brand Content?<br \/>\nFor many years, consumers made their purchases primarily by looking at price.<br \/>\nBut for some time now, this has changed, and we&#8217;ve quickly realized that a strategy based exclusively on price is no longer effective enough.<br \/>\nWe had to think of other arguments to seduce and attract prospects.   <\/p>\n<p style=\"text-align: justify;\">This is where brand identity becomes important.<br \/>\nBrand content is the most effective tool for making your brand shine! <\/p>\n<p style=\"text-align: justify;\">As you know, millions of pieces of content are published and shared every day, so defining a relevant, coherent and sustainable content strategy in line with brand values is essential.<\/p>\n<p>&nbsp;<\/p>\n<hr>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\">What is <strong>Brand Content<\/strong>?<br \/>\nIt refers to all the strategic content produced by a brand, whether BtoB or BtoC.<br \/>\nIt&#8217;s all about storytelling: telling a story, a know-how, to the consumer.  <\/p>\n<p style=\"text-align: justify;\">This will capture their attention and create a unique relationship between consumer and brand.<br \/>\nThis is a far cry from the usual sales pitch. <\/p>\n<p style=\"text-align: justify;\"><strong>What&#8217;s at stake?<\/strong><\/p>\n<ul style=\"text-align: justify;\">\n<li>Give the brand credibility in its sector by proving its expertise;<\/li>\n<li>Assert your own distinctive positioning;<\/li>\n<li>Increase brand awareness and visibility;<\/li>\n<li>Adopt a service approach by providing answers to your customers&#8217; questions;<\/li>\n<li>Bypass web advertising campaigns and the adblocking phenomenon.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Content marketing is a long-term strategy for creating and distributing content that adds significant value to your brand&#8217;s prospects and customers.<\/p>\n<p style=\"text-align: justify;\">This content will help you prove your expertise, highlight your values and your story, and entertain and educate your audience.<br \/>\nThis marketing is a real lever for growth, enabling you to educate, entertain and respond to your audience&#8217;s issues, thus proving your expertise. <\/p>\n<p style=\"text-align: justify;\">Content marketing is a real growth lever, enabling you to reach new customers and improve customer loyalty!<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\"><strong>Many new terms have appeared in recent years:<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>Content marketing, Inbound marketing, Outbound marketing and Brand content.<br \/>\nCan you tell them apart?   <\/strong>Don&#8217;t panic, let&#8217;s review these 4 marketing concepts together:<\/p>\n<p style=\"text-align: justify;\"><strong> <\/strong><\/p>\n<h5 style=\"text-align: justify;\"><strong>Inbound marketing VS Outbound marketing<\/strong><\/h5>\n<p style=\"text-align: justify;\">Outbound marketing is one of the most traditional forms of marketing.<br \/>\nWe go directly to the prospect, we come to him. <\/p>\n<p style=\"text-align: justify;\">Nowadays, more and more customers are self-sufficient and seek information on their own.<br \/>\nThey no longer wait for information to come to them, as was previously the case.<br \/>\nThese methods have less impact on today&#8217;s customers.  <\/p>\n<p style=\"text-align: justify;\">On the contrary, Inbound Marketing will provide an answer to customers and prospects.<br \/>\nContent must be worked on in advance to provide precise answers and, as we&#8217;ve seen, real added value. <\/p>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: justify;\"><strong>Content marketing and Inbound marketing  <\/strong><\/h5>\n<p style=\"text-align: justify;\">These 2 concepts are closely linked.<br \/>\nIn fact, Content Marketing belongs to Inbound Marketing.<br \/>\nThey depend on each other.  <\/p>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: justify;\"><strong>Content marketing VS Brand content<\/strong><\/h5>\n<p style=\"text-align: justify;\">Brand content is above all, as the name suggests, centered on a brand.<br \/>\nThe content will highlight: its products, its offering, the human side of the brand with its employees, its values, its vision and its promise. <\/p>\n<p style=\"text-align: justify;\">The aim of Brand Content is to create a close relationship with the brand&#8217;s audience.<\/p>\n<p style=\"text-align: justify;\">Content marketing can be differentiated from brand content by the editorial and objectives of the content disseminated.<\/p>\n<p style=\"text-align: justify;\">As you&#8217;ll see from our two examples below, Brand Content associates the brand directly, making it clearly visible.<br \/>\nContent Marketing, on the other hand, enhances the brand&#8217;s expertise without highlighting it. <\/p>\n<p>&nbsp;<\/p>\n<p><strong><span style=\"font-size: 20px;\">Brand content example<\/span><\/strong> https:\/\/www.youtube.com\/watch?v=59mzJDXPCPo  &nbsp;<\/p>\n<p><span style=\"font-size: 20px;\"><strong>Content Marketing Example<\/strong><\/span> https:\/\/www.youtube.com\/watch?v=nKoE4vk-DLw  <\/p>\n<h5><\/h5>\n<p>&nbsp;<\/p>\n<h5>traditional marketing VS content marketing<\/h5>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-3963 size-full\" src=\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/tableau-marketing-contenu.png\" alt=\"\" width=\"626\" height=\"626\" srcset=\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/tableau-marketing-contenu.png 626w, https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/tableau-marketing-contenu-300x300.png 300w, https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/tableau-marketing-contenu-150x150.png 150w, https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/tableau-marketing-contenu-550x550.png 550w\" sizes=\"(max-width: 626px) 100vw, 626px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h5>CONTENT MARKETING IN FIGURES<\/h5>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 24px;\"><strong>56%<\/strong> <\/span>of companies<br \/>\n<span style=\"font-size: 16px;\"> want to<\/span> increase their content creation budget<br \/>\n<strong><span style=\"font-size: 24px;\">70%<\/span><\/strong> of marketers prefer to focus on content quality VS quantity<br \/>\n<strong><span style=\"font-size: 24px;\">96%<\/span><\/strong> of marketers produce content for social networks<br \/>\n<span style=\"font-size: 24px;\"><strong>84%<\/strong><\/span> of people expect brands to produce interesting content with real added value and a differentiating experience      &nbsp;<\/p>\n<h5>DIFFERENT TYPES OF CONTENT<\/h5>\n<p>  The different types of content on which to position yourself  <\/p>\n<ul>\n<li><a href=\"https:\/\/www.travel-insight.fr\/reseaux-sociaux-les-dernieres-nouveautes-du-printemps-2021\/\">Publications on social networks <\/a>: Interact directly with your audience on Facebook, LinkedIn, Instagram, Twitter&#8230;<\/li>\n<li>Blog posts: Demonstrate your expertise on targeted topics<\/li>\n<li>Newsletter: Direct contact with your prospects\/customers<\/li>\n<li>Case studies : Showcasing your customers&#8217; great stories<\/li>\n<li>White papers: Formally demonstrating your expertise<\/li>\n<li>Webinars: Present your expertise live and interactively.<\/li>\n<li>Videos: easy-to-consume formats<\/li>\n<li>Surveys : Quantitatively present your view of your industry<\/li>\n<li><a href=\"https:\/\/www.travel-insight.fr\/les-podcasts-dans-le-tourisme-nouvelle-opportunite-pour-les-marques-et-destinations\/\">Podcasts<\/a>: A new audio format (still) little used by tourism companies<\/li>\n<li>Quizzes and competitions: Get to know your target better by gathering strategic information<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">As you can see, the choice of content is vast.<br \/>\nThe important thing is to be creative and to understand your target audience&#8217;s issues, so as to propose content that will meet their expectations.<br \/>\nImplementing a good Brand Content strategy will enable you to create a real bond with your customers and prospects.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Brand Content? For many years, consumers made their purchases primarily by looking at price. But for some time now, this has changed, and we&#8217;ve quickly realized that a strategy based exclusively on price is no longer effective enough. We had to think of other arguments to seduce and attract prospects. This is where&hellip; <a class=\"more-link\" href=\"https:\/\/www.travel-insight.fr\/en\/what-is-brand-content\/\">Continue reading <span class=\"screen-reader-text\">What is Brand Content?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":13464,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[899],"tags":[],"class_list":["post-18389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-video-en","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Brand Content? &#8211; Travel Insight<\/title>\n<meta name=\"description\" content=\"Learn more about brand content and content marketing, powerful growth levers for brands, and how to make your brand shine.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.travel-insight.fr\/en\/what-is-brand-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Brand Content?\" \/>\n<meta property=\"og:description\" content=\"Learn more about brand content and content marketing, powerful growth levers for brands, and how to make your brand shine.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.travel-insight.fr\/en\/what-is-brand-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Travel Insight\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-fr.facebook.com\/travelinsightfr\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-07T16:40:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2021\/06\/ARTICLES-copie.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1185\" \/>\n\t<meta property=\"og:image:height\" content=\"854\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stanislas Lucien\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/lustanislas?lang=fr\" \/>\n<meta name=\"twitter:site\" content=\"@travelinsightfr\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stanislas Lucien\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/\"},\"author\":{\"name\":\"Stanislas Lucien\",\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/#\\\/schema\\\/person\\\/2eb584d7c26497ac1a033e25615bb12b\"},\"headline\":\"What is Brand Content?\",\"datePublished\":\"2021-06-07T16:40:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/\"},\"wordCount\":782,\"publisher\":{\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.travel-insight.fr\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/ARTICLES-copie.jpg\",\"articleSection\":[\"Video\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/\",\"url\":\"https:\\\/\\\/www.travel-insight.fr\\\/en\\\/what-is-brand-content\\\/\",\"name\":\"What is Brand Content? 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