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Branded content: kies de vorm die bij je merk past
The document presents an overview of branded content, explaining its definition, importance, and growth within Sanoma’s commercial strategy. It highlights tools, case studies, and best practices for creating effective branded content that engages users without being disruptive. The presentation ultimately emphasizes the value of storytelling and relevant content in fostering consumer trust and brand awareness.
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Similar to Branded content: kies de vorm die bij je merk past
Branded content: kies de vorm die bij je merk past
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- 2. (Branded) Content 1. Whatis branded content? 2. Why do we do it and is it growing? 3. Branded content in Sanoma’s commercial strategy 4. Some tools-cases 2 19 February 2014 Presentation name
- 3. What is brandedcontent?
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- 5. Native Advertising Native advertisingis advertising that delivers relevant content in a familiar context for the user
- 6. Branded Content The creationof, or natural integration, into original content by a brand Cannes Lions
- 7. Effective Contextual Advertising Branded Content Native Advertising Matrix Sponsored Texts Advertorials Scalability(Automation) © 2013 DraganVaragic.com Content (Marketing) Advertising (Format) User Engagement (Customization)
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- 9. Native advertising And native advertising isNOT: Traditional banner or display ads Automatic Good native advertising is: Delivered to the user in the form of content Not disruptive Relevant to the user 9 19 February 2014 Presentation name
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- 12. Branded Content OnderzoekSanoma 2012 Algemeen Wees relevant, informatief & actueel Zorg voor nieuwswaarde Duidelijk en overzichtelijk weergeven Niet te commercieel karakter Om de merkherkenning te optimaliseren is het aan te raden het merk in de eerste alinea te noemen PC, laptop Geef tips en adviezen Mogelijkheid voor meer informatie door intensief leesgedrag Kop moet maximaal triggeren vanwege lagere bezoekfrequentie 12 19 February 2014 Presentation name Smartphone Kort en bondig To the point: "what's in it for me" Nieuwswaarde relatief belangrijk Tablet Bied uitgebreide en rijke content aan (bijv video, games) Zorg voor interactie Maak boodschap persoonlijk relevant
- 13. Positieve waardering BrandedContent Deze pagina is gemaakt om mij producten te verkopen Print: Advertentie 85% 36% Print: Branded Content 83% 50% Online: Rectangle 78% 37% Online: Branded Content 13 Deze pagina is gemaakt om mij te vermaken 74% 61% 19 February 2014 Presentation name
- 14. Succesfull content rules 1. 2. 3. 4. 5. 6. Positive Emotionor arousal Create social currency memory-inducing trigger headlines Quality of the story -informative BPP Upworthy Buzzfeed 14 19 February 2014 Presentation name
- 15. The added value ofbranded content Trustworthy and reliable Great entertainment value Consumers enjoy reading it The brand consideration grows Bron: onderzoek Sanoma / mediatest 2012 Brand awareness is the basis for effective branded content
- 16. Branded Content Consument centraal Relevantie,verrijking , subtiliteit
- 17. Branded content and commercialstrategy Sanoma?
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- 22. Categories of Solutions 1 2 3 4 Improved advertising (tools,ROI) Content marketing Partnerships AIDA Domain solutions Effectiveness and efficiency Owned and earned media services Direct Stakeholder in (sales) results advertiser Build infrastructure for demand and supply
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- 24. Categories of solutions 1 2 Improved advertising (tools,ROI) Contextual advertising Content marketing Ondernemersplein.nl e.On 3 4 Partnerships AIDA Domain solutions Histor Etos McDonald’s Branded Content Leef.nl Langlevejehuis.nl
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- 26. Content Marketing: Intelligent Content Integratie Re-use Content Create Content Sanoma: Archive Content Content library Distribute Content Supports Providescontent Takes care of external placement incl. social Cost efficient content Extention of external organisation towards editorial office
- 27. Content Marketing: Intelligent Content Platform 1. Dynamic Content Platform 2.Data 3. Distribution Goal: Right message Right moment Right receiver
- 28. DATABASE PROFILE CUSTOMER SOCIO-DEMO NAWT BUY DRIVING ENRICH PROFILE READ CLICK BEHAVIOUR SHARE INTELLIGENTCONTENT PLATFORM Content Marketing: Intelligent Content Platform
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- 30. Case: Histor Challenge: Creatingbrand activation
- 31. Case: Histor Solution in4 stages: 1) Call: make this cupboard unique. Influencers / bloggers played important role 2) Judging: a jury with the editor in chief from 101 woonideeën judged 2000 applications. 3) Event: the cupboards where painted in Piet Hein Eek’s studio 4) Reporting: in Grazia, Marieclaire, vtwonen, 101 WI, Athome, adding a mini booklet, 10 how-to video’s Results: a lot of buzz through the influencers, activation: 2000 applications, generating earned media and a lot of content
- 32. Case: Etos Challenge: Becoming topof mind when it comes to babies
- 33. Case: Etos Solution: Beingpart of the Customer Journey of first time mums through a catalogue Together with advertisers Discountcoupons for mums Distribution: This spring in store And part of the Ouders van NU babybox
- 34. Case: McDonald’s Challenge: Change perceptionof food quality and origin
- 35. Case: McDonald’s Solution: Mums ofHolland are watching McDonald’s and search for the answers the questions other mums have. At farmers, in the kitchen etc. They tell their story. Results: Stories where published in print and online media. Libelle Nieuwscafe event on the topic of quality and origin of food.
- 36. Case: Kamer vankoophandel Challenge: Inspire and inform small businesses
- 37. Case: Kamer van Koophandel Solution: anonline inspiration platform, available for tablets, smartphones and desktops Results: Offers inspiration Connects Creates traffic to Ondernemersplein.nl
- 38. Case: E.ON Challenge: creating ambassadors andcustomer loyality
- 39. Case: E.ON Solution: - E.ONmagazine print: the backbone of the formula - E.ON magazine digital - E.ON magazine newsletter
- 40. Case: e.ON Results: E.ON magazine -satified customers, score 7,3 - reading penetration 57% - 67,9% feels a connection with E.ON because of magazine E.ON magazine digital - reuse of content from the print magazine - archivefunction - positive effect on SEO and traffic on eon.nl E.ON magazine newsletter - 10.000 visitors every edition, 4 times above benchmark - open rate: 57,5% - click through rate: 15,7%
- 41. Case: Leef.nl Challenge: Fulfilling theneed of consumers to buy and get advise on healtcare products online
- 42. Case: leef.nl Solution: A contentand e-commerce platform A magazine Newsletters
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- 45. Case: Langlevejehuis.nl Challenge: Owning subjectsustainable living
- 46. Case: langlevejehuis.nl Solution: Dialogue platform withtailormade possibilities for commercial partners
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- 48. Download de SanomaAdverteren App voor iPad in de Appstore 48 19 February 2014 Presentation name