{"id":10895,"date":"2022-06-14T07:22:40","date_gmt":"2022-06-14T05:22:40","guid":{"rendered":"https:\/\/mio.one\/blog\/branded-content-how-to-build-your-brand-in-turbulent-times\/"},"modified":"2026-07-09T10:20:33","modified_gmt":"2026-07-09T08:20:33","slug":"branded-content-how-to-build-your-brand-in-turbulent-times","status":"publish","type":"post","link":"https:\/\/mio.one\/en\/blog\/branded-content-how-to-build-your-brand-in-turbulent-times\/","title":{"rendered":"Branded Content: How to Build Your Brand in Turbulent Times"},"content":{"rendered":"\n

We live in turbulent times, and given the high degree of similarity among products on the market, only those brands that manage to set themselves apart through intangible benefits will come out on top. In this regard, branded content has a lot to offer. In this post, Javier Regueira, a leading expert and professional in branded content, explains why it matters, what it is, and how this discipline can benefit your brand. Don\u2019t miss it. <\/strong><\/em><\/p>\n

<\/strong><\/em><\/p>\n

Turbulent times.<\/h2>\n

The latest crisis has not yet subsided, yet experts, the media, and ordinary consumers are already predicting the next one.<\/p>\n

To the point where uncertainty, hypercompetition, and commoditization<\/strong> (the growing lack of differentiation among products) seem to have become permanent features of the markets in which we operate.<\/p>\n

In more and more product and service categories, offerings are as similar as two peas in a pod. Using the perceived value formula shown below as a reference, it is becoming increasingly difficult to differentiate ourselves based on our tangible benefits (flavor, quality, durability, etc.). <\/p>\n

What sets us apart in these turbulent times<\/strong>? Without a doubt, intangible benefits. <\/p>\n

<\/p>\n

\"Formula<\/p>\n

<\/p>\n

Because, as you can see, when tangible benefits are equal, intangible benefits are the only way to offset the drawbacks of trying a product for the first time, the uncertainty, or even a price higher than the competition’s.<\/p>\n

In this way, your brand\u2019s value becomes a shield that protects your business through thick and thin. Customers don\u2019t buy from you just because they remember you, but because they\u2019ve formed an emotional connection with your brand. <\/p>\n

<\/p>\n

How can you build the intangible benefits your brand needs?<\/h2>\n

<\/p>\n

We know that intangible bonds are built through close interactions,<\/p>\n

\u2026in your day-to-day interactions with your audiences.<\/p>\n

Helping customers make purchases, not using high-pressure sales tactics.<\/p>\n

Accompanying rather than interrupting.<\/p>\n

And the best way to engage your audience and turn those conversations into relationships that lead to brand loyalty, leads, and sales is to have a voice of your own.<\/p>\n

A prominent voice that offers educational or entertainment value.<\/p>\n

Your brand’s voice is its content<\/strong>, and in today’s market, silencing that voice is the worst decision you can make.<\/p>\n

You may have heard that branded content<\/strong> is a long-term gamble, that it can’t be measured, and that all you can do to track your content investment is cross your fingers\u2026<\/p>\n

Well, if you’ve heard all this\u2026 it means you’re not getting good advice.<\/p>\n

<\/p>\n

Is investing in branded content risky?<\/h2>\n

<\/p>\n

No, investing in branded content does not involve any greater risk than investing in any other form of communication.<\/p>\n

Let me explain.<\/p>\n

It\u2019s true that you won\u2019t see immediate sales, but there are ways to track the positive impact of content on the conversational value your brand offers\u2014and, at the funnel level, on building brand consideration. To cite a methodology that\u2019s gaining more and more traction in the industry, the Branded Content Suite (BCMA Spain, Ipsos) helps us measure the impact of content on building brand value. <\/p>\n

It\u2019s also true that a content strategy deployed across your channels doesn\u2019t guarantee you\u2019ll reach a large organic audience (publishing content isn\u2019t like buying GRPs). But there are ways to reduce this uncertainty. At MIO Group<\/strong>, we\u2019ve<\/strong> long based our content strategies on audience data insights<\/strong>. As this chart shows, we combine social login<\/em> sources and databases like AIMC to decipher the behavior of our target audience: the screens and platforms they use and the topics that interest them. <\/p>\n

<\/p>\n

\"Branded<\/p>\n

<\/p>\n

That way, the content you produce and publish on your channels isn’t the result of a subjective decision, but rather of a rigorous analysis.<\/p>\n

It\u2019s only fair to acknowledge that we haven\u2019t invented anything new. We\u2019ve simply taken the time to observe and learn how the experts do it. Because for decades, major film and TV production companies have been basing their releases on market research. If shows like *Elite*, *The Umbrella Academy*, or *The Walking Dead* exist, it\u2019s because there are producers who analyze the market and identify sociological insights that inspire that content\u2014before they even start writing the first script. <\/p>\n

As we’ve just seen, now is the time to raise your brand’s profile and set it apart.<\/p>\n

And that doesn’t mean putting your investment at risk. It means that to publish content that’s relevant to your audience, you have to switch from thinking like an advertiser<\/em> to thinking like a publisher<\/em>. <\/p>\n

<\/p>\n

Javier Regueira<\/strong><\/em><\/p>\n

General Manager of Zond<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

The latest crisis has not yet subsided, yet experts, the media, and ordinary consumers are already predicting the next one.
\nTo the point where uncertainty, hypercompetition, and commoditization (the growing lack of differentiation between…<\/p>\n","protected":false},"author":4,"featured_media":9026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[228],"tags":[360,332,361],"class_list":["post-10895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branded-content-en","tag-branded-content","tag-content-marketing","tag-contents"],"acf":[],"yoast_head":"\nBranded Content: How to Build Your Brand in Turbulent Times - MIO One<\/title>\n<meta name=\"description\" content=\"In times of crisis, we look for winning strategies to boost our bottom line. 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