• by Julie Livingston , August 7, 2013

With so much competition vying for consumers’ attention, green companies and brands looking to differentiate themselves can find success by engaging their target customers on a deeper, more personal level. Brand-sponsored content, done well, can be that powerful tool to channel a brand’s core values and develop long-term relationships with key stakeholders. Doing it well means generating a steady stream of shareable, original, compelling content and offering unique experiences across all media (both live and virtual). This leads to enduring trust, brand awareness and loyalty. 

Brand-sponsored content is identified by “Brought to you by Brand X.” It contains language written and produced by a company or brand on topics that reinforce its own brand tenets. One example is Honda’s recent launch of its “Honda Environmental Short Film Series” that reinforces its core values: passion, innovation and environmental responsibility. Importantly, they highlight groundbreaking initiatives developed by Honda employees that are helping the company create a sustainable future.

Setting the stage for success

Identifying the right time frame and platform for sponsored content depends on several factors including brand voice (is it clear what your brand stands for?), community (does your brand have an existing fan base?) and creativity (how will sponsored content ignite interest and response?). 

Message credibility, presentation and social media “shareability” is what makes some green companies more successful at sponsored content than others. Does the content have a simple call to action? Does it include useful information that will enhance the lives of audience members in some way -- something that will make it enduring and memorable? Does it contain emotion to engage and/or motivate the audience to action? Case in point: Nike’s “Reuse a Shoe” recycling campaign which turns recycled sneakers into playground surfaces. 

Align messages with corporate mission

Expertly crafted sponsored content can strengthen the overall corporate brand by heightening awareness of the company mission. This doesn’t mean that the content is overly branded, however. In fact, some of the most compelling sponsored content has a subtle brand stamp that enhances its overall credibility and ultimately, its shareability on social media.

With the pervasiveness of social media consumer’s time is fragmented, so it is critical to create a stream of high quality original content that is newsworthy (avoid fluff), credible, shareable and loaded with key words to populate search engines (SEO). 

Here are seven simple steps for companies to follow:

1. Outline corporate values and mission: Obtain consensus from the senior management team. Make sure the discussion includes senior marketing and public relations team members who are especially attuned to how and what to communicate with key stakeholders.

2. Stakeholder analysis: who are your brands’ key stakeholders and what do they care about? Is recycling top of mind? Community service? Energy conservation? What is the most direct way to reach them? On which media platforms do they congregate? The answers will inform your content strategy and platform choice. 

3. Content strategy: Devise a content strategy based on overarching topics that will resonate with key stakeholders. Make sure the content has an emotional call to action. 

4. Devise an editorial calendar: identifying timely topics and appropriate delivery schedule/placement platforms. Having this in place will also ensure a steady flow of content, critical in building fans.

5. Assign an editorial director and writers: content experts who possess a writing style that reflects the company “voice.” 

6. Check for authenticity: make sure content is not too self serving or fluffy.

7. Content distribution and promotion: where will you distribute your content and how will it be promoted? How will your fans know about it? What will make your content interesting, newsworthy and easy to comment on and share?

Brand sponsored content won’t guarantee overnight success, but it is sustainable, scalable and, in the digital world, a cost-effective option. Done well, it will build trusting relationships and create legions of dedicated fans and ambassadors.