How to make the consumer your branded content muse

How to make the consumer your branded content muse

Content is everywhere. Every day, today’s connected consumers are being bombarded left and right with everything from the latest news on the presidential election to funny cat memes. In order to break through the clutter and truly make an impact, advertisers need to take their branded content to the next level - from something audiences passively consume or ignore to something consumers actually love. And it all starts with a powerful idea. Those ideas can come from all different sources - but the strongest, most game-changing ideas? Those come from a complete understanding of your audience - from the way they act to what motivates them.

We challenge you to open your creative process, put yourself in the consumer’s shoes, and begin painting remarkable branded content concepts. Here are the four best ways to achieve your marketing goals by letting audience insights guide your branded content.

  • Consumer mindsets alter based on different categorical content. With this understanding, brands can align with a consumer’s positive mindset by creating more uplifting content, and avoiding the negative.
  • Eight motivations drive and define consumer content experiences. Brands should plan around consumer behavior in these moments to build content programs that drive maximum engagement.
  • Pre-testing techniques are powerful identifiers of the most resonant content topics. Brands now have a powerful indicator of what works and what doesn’t before wasting valuable resources.
  • Custom category and brand research strengthens content through further education. The beauty of custom research is that it can be completely tailored to an advertiser’s specific question or need.

Click below and find out how to improve your branded content with audience insights.


To learn more about the future of creative, dive into AOL’s multi-part series and find out how to break down boundaries, open up to new approaches and give consumers what they want.

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