Branded content: Connect with your audience through engaging narratives
Simply shouting your message isn’t enough. Branded content helps you cut through the noise by connecting with your audience on an emotional level through compelling stories, articles, videos, and other engaging formats. It's about building trust and loyalty, not just generating immediate sales. By hiring a skilled branded content freelancer, you can elevate your brand's presence and resonate with your target audience in a meaningful way.
What to look for in a branded content freelancer
Finding the right branded content freelancer requires careful consideration. Look for individuals with a proven track record of crafting high-quality, engaging content that aligns with brand values. A strong portfolio showcasing diverse content formats is essential. Excellent communication skills are crucial, as they'll need to understand your brand's voice and translate it into compelling narratives.
Key skills and qualities:
- Exceptional writing and storytelling abilities
- A deep understanding of content marketing principles
- Experience with various content formats (blog posts, articles, videos, infographics, podcasts, etc.)
- Strong research and interviewing skills
- SEO knowledge for optimising content for search engines
- Familiarity with social media platforms and content distribution strategies
- Adaptability and the ability to work independently
Main expertise areas to inquire about
Branded content encompasses a wide range of specialisations. When interviewing potential freelancers, discuss their experience in these key areas:
- Content strategy: Can they develop a comprehensive content strategy aligned with your business goals?
- Content creation: Are they proficient in writing, video production, graphic design, or other relevant content formats?
- Content promotion: Do they understand how to distribute and promote content effectively across different channels?
- Content analysis: Can they track and analyse content performance to optimise future campaigns?
- Industry specialisation: Do they have experience working within your specific industry?
Relevant interview questions
Asking the right questions will help you assess a freelancer's suitability for your project. Here are some suggestions:
- Can you share examples of successful branded content campaigns you've worked on?
- How do you approach developing a content strategy for a new client?
- What are your preferred content formats and why?
- How do you measure the success of a branded content campaign?
- Describe your process for collaborating with clients on content projects.
- Tell me about a time you faced a challenge with a branded content project and how you overcame it.
Tips for shortlisting candidates
- Reviewing portfolios and testimonials is crucial.
- Look for evidence of their ability to create engaging content that resonates with the target audience.
- Pay attention to their communication style and responsiveness during the initial contact phase.
- A clear and concise proposal demonstrates professionalism and understanding of your project requirements.
Potential red flags to watch out for
Be wary of freelancers who:
- Lack a diverse portfolio showcasing different content formats.
- Are unable to provide clear examples of successful past campaigns.
- Have poor communication skills or are unresponsive to your inquiries.
- Promise unrealistic results or guaranteed viral success.
- Don't seem genuinely interested in understanding your brand and target audience.
Typical complementary skills
Branded content often works best in conjunction with other marketing disciplines. Freelancers with expertise in these areas can provide a more holistic approach:
- SEO (search engine optimisation)
- Social media marketing
- Email marketing
- Public relations
- Graphic design
- Video production
Benefits of hiring a branded content freelancer
By partnering with a skilled branded content freelancer, you can:
- Build a stronger brand identity and increase brand awareness.
- Connect with your target audience on a deeper level and foster brand loyalty.
- Drive organic traffic to your website and improve search engine rankings.
- Generate high-quality leads and nurture potential customers.
- Establish your brand as a thought leader in your industry.
- Gain a fresh perspective and innovative content ideas.
- Scale your content marketing efforts efficiently and cost-effectively.
Examples of branded content in action
- A skincare company creates a series of videos showcasing real customers sharing their skincare routines and the positive impact the products have had on their lives.
- A software company develops an informative blog series addressing common challenges faced by their target audience, offering practical solutions and establishing themselves as industry experts.
- A travel agency partners with a travel influencer to create engaging social media content showcasing unique travel destinations and experiences, inspiring their followers to book their next adventure.
