5 Types of Brands That Should Get In The Content Game

Last night I was having a conversation with a company that is a perfect fit for a big content play, which reminded me of a piece I originally posted on Condé Nast's Confluence blog, about the types of brands I believe can most benefit from making an investment in content marketing. So I thought I would repost it here. Give it a read and let me know what you think. There are definitely other kinds of brands that could have a place on this list—what would you add?

I often get asked which brands should consider content marketing as part of their strategy. The short answer is that any kind of brand in any category can reap rewards from producing high-quality content for their audiences. But the fact remains that content doesn’t have the same value proposition for all brands. Brands that are all about driving people to path of purchase, for instance—say, those that do a lot of couponing—are probably going to have a hard time seeing strong ROI from content marketing. But for others, it can be extremely effective.

Here are my picks for five types of brands that should look closely at making branded content.

1. Brands that want to demonstrate thought leadership

Thought leadership requires genuine and original research, analysis, and opinion, and the expression of it in an intelligent, thoughtful way. This is nearly impossible to do in traditional advertising, whereas it’s exactly what editorialized content does. True thought leadership requires that you talk the talk and walk the walk, so I’d argue you actually can’t be a thought-leader brand if you don’t create content.

2. Brands that have a complex business

Brands with a business that’s hard to explain, or that have a complex set of product or service offerings, often have difficulty getting people to understand what they’re about. A lot of B2B brands fit in this category, but also plenty of B2C ones. Content allows you to tell multiple stories—and more nuanced ones—which add up to a better, more complete picture of the brand.

3. Challenger brands

Dwarfed by someone bigger and better known? You’ll probably never outspend them in marketing. So say something substantive, stand for something, and give people useful information or real entertainment. Content gives challenger brands a way to enter the conversation and differentiate themselves by doing something different—without having to make a Super Bowl ad.

4. Brands with reputation or perception issues

If you’re trying to turn around a negative perception, or correct a misunderstanding, clever copywriting alone is almost never going to do it. Telling meaningful stories—the true stories—about the good things you and your people do can have a much greater impact over time. Content can do that in a way that’s both authentic and transparent, essential qualities for engendering goodwill.

5. Start-ups

Start-ups need to tell their story—nobody knows who they are or what they do. They also don’t typically have much money for traditional marketing. Content gives you an interesting, more textured way to introduce people to your business and explain why you’re an important player. I recommend startups invest in content and use inexpensive paid media in social channels to help people discover it. It’s an easy way for a new kid on the block to get noticed.

Nathan Lump is Director of Branded Content at Condé Nast Media Group.