Branded content isn’t just about throwing your logo on something and hoping it sticks. It’s about creating something that hits the bullseye with your audience – something they actually care about. While ads are shoved in our faces all day every day, branded content that truly resonates is what sets successful brands apart.
But how do you create content that stands out from the rest? First, get to know your audience and their pain points. We’ve banged on about this one A LOT but if you don’t know your audience or what their problems are, you need to find this out immediately. Simply hit this link, define your audience, and head back. Once you’ve done that, just follow the three steps below – it’s that easy.
Put the spotlight on value
Your audience is bored of being marketed to – they’re investing time in your content, so they want to get something back. It doesn’t matter if you’re solving a problem, educating, or entertaining, the value you provide needs to be front and centre. Branded content that resonates offers a solution, a new way of thinking, or something actionable that the audience can take away.
For B2B businesses, this means creating content that helps your audience do their jobs better or more efficiently. Give insights, expert advice, or industry trends that are genuinely useful. The more value you deliver upfront, the more your audience will think of your brand as a helpful partner, instead of just another company wanting to make a quick buck.
Storytelling over selling
One of the biggest mistakes brands make is using their content as just another sales pitch. Why? People tune out when they feel like they’re being sold to. Instead, focus on telling a compelling story – something that evokes emotion, sparks curiosity, or adds value to the viewer’s day.
Take Red Bull as an example. They don’t just promote energy drinks. They tell stories about extreme sports, adventure, and pushing limits. The product is there, but it’s in the background. The content itself is what grabs and keeps attention. By focusing on storytelling, your brand becomes more than just a product or service – it becomes something your audience can connect with.
Fake it and you’ll break it
It doesn’t matter if you’re B2B, B2C, or B2XYZ, your audience doesn’t have time for anything less than the real you. No one wants to engage with a brand that feels disconnected or fake. Your content needs to feel genuine and reflect your brand’s core values.
Relatable content – whether it’s sharing industry challenges, offering solutions you know are gold, or even going behind the scenes with your team – helps humanise your brand. The more real and transparent you are, the more likely your audience is to trust, engage with, and keep consuming your content. B2B customers, like all consumers, are looking for something they can trust in a market full of polished but empty promises.
To create branded content that hits home with your audience, you need to provide value, tell a good story, and keep it real. The brands that rise above the noise are the ones that connect emotionally, give their audience something back, and stay true to their identity. Get this right, and your branded content won’t just be seen, it’ll be remembered.
Need help? We love helping B2B businesses create branded content their audiences actually want to see. Get in touch today – no strings attached!
