Why branded content is the ultimate launch strategy for any new business

We’re starting to see a trend where local sales teams are having real success using branded content as a terrific solution for new businesses in their communities.

Branded content seems to be working so well for these businesses because it’s providing a platform to tell their story, explain who they are, why they have opened their doors and what they offer the community.

Those are clearly some of the biggest benefits that branded content offers to really any business, but it’s particularly timely for new businesses. That’s why I think having a branded content package and strategy for new businesses or businesses that have recently relocated makes a lot of sense.

Here’s an example of a branded content campaign we worked on for a client for a new business in their community.

What marketing is a new business looking for?

One of the biggest challenges for any new business is getting word out on who they are and why people should visit.

Most have some sort of a marketing budget for their launch, but they’re likely looking for solutions that do more than just awareness. They want to tell their story, build trust and get content they can continue using throughout their first year. That’s why I think branded content is such a good solution for a new business.

But I wouldn’t start with branded content in your conversation with them. Instead I’d start by asking questions like:

• What do you want the community to learn about you in the first six months?
• What’s unique about your background and decision to open?
• What will you be offering that you think the community will love?

These questions allow you to make it less about a product pitch and more about understanding their goals before recommending a solution.

Rather than focusing all of a business’s marketing around its grand opening, this approach gives them an opportunity to stay in front of the audience during those important first few months with a variety of messages.

What’s an example of a six-month campaign?

What’s in a campaign would all totally depend on the advertiser, but here’s a high-level structure that you could use to get the conversation started with the business on what this could potentially look like:

Month 1: Meet the owner and learn the story behind the business and why they chose your community.

Month 2: What makes this business different? Highlight its products, services or what really makes it unique.

Month 3: Answer the most common customer questions with an educational Q&A.

Month 4: Now that the business has had time to build some customers, spotlight a customer or two who loves the business.

Month 5: Highlight the business’s involvement in the community, whether through a local collaboration or a charitable effort.

Month 6: Take a look at what’s next for the business as it celebrates its six-month anniversary.

What would an actual package look like?

I would have two packages, one for three months and another for six months. The goals should be to really lean into the business being new with the services you would offer.

Here’s a breakdown:

New business launch package (3 months)

Includes:

• 3 branded content articles
• 3 companion social posts (paid)
• 3 newsletter placements (the story)
• Display advertising throughout the campaign
• Professional photo shoot
• One “Welcome to the Community” social media campaign
• Dedicated campaign landing page (featuring the stories)
• Campaign performance report

New business growth package (6 months)

Includes:

• 6 branded content articles
• 6 companion Reels (one with each story)
• 6 companion social media posts (paid)
• 6 newsletter placements
• Display advertising throughout the campaign
• Professional photo shoot
• One “Welcome to the Community” social media campaign
• Dedicated campaign landing page featuring all campaign content
• Mid-campaign strategy review
• Campaign performance report

If you offer print, consider extending the campaign with a “Welcome to the Community” print ad introducing the business to local readers.

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