What Makes Branded Entertainment Effective in B2B?

Global B2B companies increase brand awareness by creating content such as infographics, case studies, rankings, and other types of thought leadership content. But is this content enough to attract customers and the market? Not too much. Marketers like you should look to brand entertainment for greater customer engagement and brand loyalty.

What is Brand Entertainment?

Adweek broadly describes “branded entertainment” as content that starts a positive conversation about a product, service, or set of values. This content creates a story about your product or service, portrays it in a positive light, and continues to draw viewers to your content, such as movies and TV shows. Unlike other marketing activities, brand entertainment focuses on audience entertainment, not products and features.

Integrate branded entertainment into your marketing strategy

There are several ways to do it without much trouble:

Web series

Original programming, such as a web series posted on a brand’s social media channels, helps raise awareness through stories that convey the brand’s values, rather than direct product or service marketing.

Community relations

Create social media content for your brand that is fun and attractive enough to go viral. Such PR will attract media attention to your brand and increase brand and product awareness.

videos

Van Damme’s hilarious video of his Volvo split stunt has been played 114.5 million times on YouTube. Videos don’t convert leads, so you don’t have to take action. Instead, it’s about sharing some of the company’s truck technology and getting engagement.

Podcast

GE used the podcast twice for advertising. The first is the show “Message” and the other is the new series “Life After”. There are no events related to GE products. Instead, he “attended GE” and was well received.

summary

You’re less likely to comment or share your brand’s posts directly, but you’re more likely to tweet them or share them on your Instagram stories. This way, you can measure the impact of brand entertainment. B2B marketers should consider brand entertainment as a way to build trust and start conversations between brands and audiences for long-term ROI.