- An online or offline ad that sends them to a branded website
- A blog post or media partner article
- A direct online or offline mail campaign
- An ebook or whitepaper
- An infographic
- An in-person or online event or webinar
- A shared online video or post on a social media platform
- Referrals from an existing customer
- Are honest and transparent
- Create an emotional connection
- Strive to educate instead of sell
- Clearly showcase their values
- Provide original content
- Expanded reach: Building brand awareness with as many target customers as possible throughout an online campaign, such as native advertising, sponsored messages, and retargeting
- Increased follower count: On social media channels to build long-term customer relationships
- Deeper engagement: Getting target customers to interact with and share B2B branded content to increase its visibility and trustworthiness
- Treating each post as a one-on-one conversation with target customers
- Diversifying content between blogs, videos, and downloadable assets
- Creating unique content for different platforms – varying length and stories based on audience interests and preferences
- Looking at web analytics data to identify trends in stories that customers are finding on a branded website or blog via search engine keywords
- Engagement: Including shares, likes, and comments on branded ads and content
- Pageviews: How many people visited the branded content page, company page, or website
- Site visits: To the branded content page, company page, or website
- Time spent: On a branded content page, company page, or watching a video ad
- Bounce rate: How quickly people left the branded content page or website after landing on it
- Referrals: Sent to the branded content page or website from other sources (e.g., influencer social media posts, shares, and emails)
- Impressions: How many times the branded ad was seen
- Leads generated: From branded content downloads and event signups
- Click-through rate (CTR): How many people clicked on the branded ad unit(s)
- Ad recall: Measures if surveyed test group members recalled seeing your ad in the past seven days
- Aided awareness: Measures how aware members are of a brand or product
- Product consideration: Measures how likely members are to consider a brand or product for their next purchase
- Recommendation: Measures how likely members are to recommend a brand or product for their next purchase
- Brand familiarity: Measures how familiar members are with a brand or product
- Brand favorability: Measures how favorably members view a brand or product