06.21.2021
Branded Content

The power of branded content

A man sitting on a hardwood floor, leaning against the wall and looking at his mobile device with an open laptop resting on his lap.

Content is a competition. The prize? Consumer attention. In an increasingly cluttered world, branded content, also known as brand storytelling, is one of the most powerful ways to cut through the noise and make meaningful connections with  audiences.  When done well, branded content explores current trends, adapts to the latest in innovation, and lets your audience discover your authentic voice in stories that resonate, empower and inform. So how can you put your best story forward?

In the attention economy, trust matters

Branded content can come in many shapes, including interactive, multimedia longform articles, podcasts, docu-style videos and immersive experiences. This versatility elevates relatable stories and advice about people's real, lived experiences, connecting people to their passions while establishing trust with your brand and message.

In a recent survey, 78% of people with "high brand trust" said they will likely share a brand's content, defend it against critics and recommend the brand to others (Edelman Trust Barometer Report, 2020). Another survey shows that 81% of consumers want a relationship with a brand this year (Merkle Loyalty Barometer Report, 2021). When done effectively, branded content seamlessly connects these goals.

Quality counts, because relevance is key

Trust is built on relevance, and a brand's ability to resonate with an intended audience is crucial. How a brand responds to current events, in good times or bad, is the second most important purchasing factor for consumers (2020 Edelman Trust Barometer Special Report: Brand Trust), and it's important that intent is factored into any audience strategy.

When placed in brand safe environments, custom content results in experiences that are  inspiring, positive or informative. 78% of consumers said that fun and positive online content will become an even more important and popular source of entertainment for them in the future (The Soul Publishing survey, 2020).

Brand storytelling adapts to the ever-evolving ways people want to experience content

Branded content is adaptive, which is essential as 5G (and its immense potential for imaginative storytelling) continues to roll out across the country. We’re already building 5G-enhanced experiences with our clients that allow for seamless customer interactions. And our publishers are currently engaging audiences across all our properties — including News, Sports, and Entertainment — powering their stories with 3D, Augmented Reality, and other immersive, cutting-edge technologies. More than half (58%) of consumers say the most important way a brand can interact with them is through "surprise and delight," and RYOT Studio is poised to respond and quickly adapt to today's ever-evolving landscape (Merkle’s Loyalty Barometer, 2021).

Work with a trusted partner.

We are here to help your brand meet this moment with RYOT Studio, the branded content agency at Verizon Media. We are a multidisciplinary team of artists, filmmakers, journalists, strategists and technologists, with editors and producers who've worked in the newsrooms of Verizon Media's publishers. We take a brand's key initiatives and create concepts that rely on editorial authority and speak directly to our publishers' audiences. And we're equipped to power creativity through a diverse set of data signals and 5G-enabled technology to help brands connect with audiences across one of the largest digital publishers on the globe.

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