How to write about the products: What brands can tell readers

The easiest way to engage the user in communication is to make useful and interesting content. We have collected examples of how Russian companies run good blogs and brought out 6 rules for branded content.

On the sites where brands buy advertising, users follow exactly the content. Relap widget does half the job . Any landing page we can show as media content. That is, before the user follows the link, the advertisement is apparently no different from the editorial material. The average CTR of such an announcement is 2.5%.
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According to a BuzzFeed study, people who have seen five or more useful texts from Virgin Mobile 3 times more often agreed with the statement “Virgin Mobile is the operator I choose for the next phone.” People who have not seen the Virgin Mobile article did not think so.

If you make content, your chances of ROI increase. If you do not do it - rather push off from the bottom and start.

How to

If you are a bank

“So The Bank” will describe the services, make a press release, send it to the media and pay for the placement in the hope that at least someone will be interested in the heading “So-Yourself Bank” will increase the interest on deposits. ”

A good bank will make a blog and talk about how its services work in life. Tinkoff Credit Systems has launched its own online magazine .



Instead of telling what a cool product the bank has, the blog takes on pressing problems and suggests their solution.

To advertise a mile card, Tinkoff Magazine first names the typical problems of such products , and then works in contrast. And it does not just describe the advantages of its solution, but prepares a detailed calculation: you spend 25,000 a month - you fly to Petersburg, you spend 90,000 - to Barcelona.

To advertise a Tinkoff Black debit card in a magazine, they give practical advice on how to use it. Bank specialists do not pinch implicit chips, such as: the more you hold on the card, the lower the interest. This is credible. How to use the card so that it brings more benefit - this is what the text is dedicated to.

If you teach

"So to myself the Institute" will issue a banner on which it will write specialties, conditions for recruitment, something about "unique methods" and "modern approaches."

A good company that teaches others will prove its expertise. What is afraid of the man who goes to study? It will be too difficult or too simple that he will not be taught what he wants, that knowledge will be superficial.

Center for online learning "Netology" maintains a blog , which shares its expertise. (You are trusted when they know that you are not a fool.) The authors are invited experts and teachers.

To promote the workshop on email marketing, the teacher talks about typical mistakes when sending emails . To the program on UX-design blog publishes a selection of useful tools for newcomers to the profession. For those who are too lazy to take a course on organizing delivery for an online store, there is a special guide, which is an outline of the course. Want details? Pay for access.



If you are a clothes designer

You can not write anything at all - show photos. The SHLZ brand blog looks more like a hipster instagram. And it is OK.



If you provide services

The very fact that your business came into being and has the means to buy advertising means that you are helping someone in something.

Cleaning company Qlean started a blog and tells you how to organize the space in the apartment or get rid of unnecessary things.



If you sell travel

Travel agencies and any travel business companies on blogs can talk about travel. How to prepare for the trip, about the sights and routes. A good travel company blog is National Geographic mini.

Aviasales blog follows this strategy.

What does all of this mean

Rules to help make good branded content:

• Determine what benefits your product brings to a particular person in everyday life and write about it.
• Deserve trust and authority, show your expertise.
• Write articles on related topics.
• Attract third-party authors. They are not busy with your business every day and will not confuse the company's internal problems with the problems of the buyer.
• Write yourself because you have experience and know your stuff. And this is a reason to trust you.
• Feel free to talk simply, joke and be sincere.

Good luck)

If you already have the content, or you wrote the first article and want to try it out, we will help you find an audience. Write to ads@relap.io