Understand what institutional content is and how to use it in your marketing strategy – WAU
Institutional content focuses on the presentation, clarification or promotion of ideas, values and work carried out by an organization, be it a company, an institution, an agency or the government. It is a relatively common material in blogs, social networks and advertising campaigns, but its use deserves attention.
Have you heard of “jabá”? No, we are not talking about dried meat, much less the former bassist of the São Paulo band Ratos de Porão.
The expression is an old reference of the music industry for the improper promotion of artists, brands, products and services, but that ended up spreading to other areas, including Content Marketing.
The “jabazeiro” is that professional or company that lives talking about itself at all times, considered as inconvenient, overbearing or exhibitionist.
The point is that, for fear of making such an impression, companies in various segments stop working properly on their institutional content, a essential element in any Marketing strategy.
In this article, we define the concept, clarify its importance and teach you how to build persuasive institutional materials and promote them in the right way. Check it out:
Do you want to learn how to talk well about your business without looking like a “bore”? So, read on and check it out!
What is institutional content?
Institutional content can be articles, posts, images, photos, videos, banners and even major film productions or exhibitions.
It is any material, created or not by the benefited organization, whose main objective is to inform or draw the public’s attention to the characteristics, achievements or values of a brand.
We should not, however, understand this concept as self-promotion, as not all content in this category is presented for this purpose.
While traditional advertising and old intrusive sellers are losing ground in today’s market, companies need to expose themselves and make their work and proposals clear.
On blogs and institutional websites, the most common example of institutional content is the famous “About” pages. They are almost always short, discreet and with “hidden” access links at the end of headings and menus.
Another type of institutional material is the photos of managers and employees. These contents can say a lot about the company’s profile, in addition to promoting a humanized perception of the brand.
Of course, companies can go much further than that. Celebration or anniversary campaigns also serve as a stage for the presentation of content in this category. The biggest advantage of these productions is that they work as excellent engagement instruments, both for partners and customers, as for partners and collaborators.
How important is this type of content for companies?
The modern consumer is attentive and very strict in the choice of his products or services. Therefore, he is very interested in getting to know the organizations and their performance in the market.
Price and quality are no longer the only criteria taken into account by the client: people want to support companies committed to social causes, with environmental actions and with respect for the citizen.
As you can see, institutional content is not just business cards. They are an opportunity for companies to showcase the “gears” and results of their work.
But, above all that, what this type of dissemination really promotes is the approximation between the different characters who participate directly or indirectly in the history of a business.
In addition, the dissemination of this type of material can also be considered an attitude of transparency and humanity. After all, the idea of this content is also to strip the brand and reveal the essence – sometimes overlooked – of organizations: people.
Where do institutional content fit into a Content Marketing strategy?
Large institutional campaigns are generally produced for celebrations, achievements or acquisitions of a company. Also, to improve the perception of a brand after a crisis or scandal.
However, it is worth mentioning that this content category has a reserved space in some market methodologies. A good example of this is Inbound Marketing, a Marketing strategy based on attracting and educating potential customers through a sales funnel.
There are several models for this content production and distribution scheme. However, the most widespread is that which includes three basic stages of the customer’s purchase journey. Are they:
- top of the funnel (attraction): in this first moment, the contents need to be more informative and general, since the consumer does not yet know that he has a problem or need, and his role is to help him find out;
- middle of the funnel (consideration): at this stage, the consumer is no longer a mere visitor to your website or blog, he knows that he needs a product or service and is looking for the best solution available;
- bottom of the funnel (closure): in the last phase, your lead is already qualified and about to close a deal, but some circumstance or objection still prevents you from making that decision.
In the first stage of this journey, it is not recommended to mention the name of the company or its attributes. The idea is to allow people to come naturally, even though you can direct them in that direction, working on strategic themes in your content.
In the middle of the funnel, it may be interesting to quote contact details and some of the benefits of your service, but very sparingly. Give your visitors time and allow them to discover your work little by little.
Finally, we have the bottom of the funnel, the moment when your potential customer has already shown a clear interest in your company and needs only a little push.
It is at this stage that the institutional contents are indicated. After all, your lead is probably interested in knowing more about your business before investing in it.
Good performance in rankings and surveys, customer testimonials, case studies, product reviews, as well as posts, images and videos about your organization are all very welcome materials in this final phase of the purchase journey.
What are the best practices for the production of such materials?
There is no cake recipe for producing this type of content, but a good tip is to escape the obvious. Instead of reproducing that discourse devised on the mission, vision and values of your business, why not invest in a more humane approach?
Throughout this post, we talked several times about the humanization of brands and their power in building a relationship with people today. By producing your content accordingly, you will be surprised by the instant engagement of your audience.
You will also see that it is possible to speak well about your company and still win new talent and customers with it. Want to see how it works in practice? Check out some interesting practices, below!
Open the doors of your company
Share the day-to-day of your company, its facilities, its processes and, of course, the people behind everything that happens around your brand. Your audience will certainly like to take a peek behind the scenes of your business.
Take a look at this short video that the Nubank team promoted on their social networks!
Connect with your audience
Institutional content is also a way of creating a connection with the public. Many companies have been successful in opening space in their communication to address your audience’s dramas and causes.
One of the most striking examples of this type of initiative is the award winning campaign Retratos da Real Beleza, promoted by Dove.
More recently, we can highlight Uber’s carnival campaign, which in 2020 focused on combating homophobia.
Share your achievements
Without modesty, go! Your audience needs to know that your business is evolving!
Do not forget that the growth of any business is the result of the work of investors, managers, employees, partners, customers and everyone else involved in the venture. This is an opportunity to engage all these people and still demonstrate confidence and solidity to the market.
Don’t forget anyone
Recognition is essential, but it only applies when it is for everyone! A lot of institutional material is created on the trajectory of entrepreneurs, founders and directors of large companies.
This is not a bad thing, but it can create a distance between the leaders and all the other individuals who also participated directly or not in the development of these businesses.
To end this impression for good, the ideal is to contemplate all the different areas and groups that are part of the company’s ecosystem, including its main stakeholder: the customer!
Admit your flaws and weaknesses
Publicly admitting weaknesses and failures is one of the strongest demonstrations of transparency and commitment to the public that a company can offer, even though this opening is not always able to reverse a crisis.
In other situations, however, this can be an opportunity to rebuild your business.
This is what the Japanese brand of popsicles Akagi Nyugyo proved by publishing content in which their president, executives and employees, in a melancholy tone, publicly apologize for the readjustment in the value of their products, after 25 years.
The videos and photos of the “ceremony” gained worldwide repercussions and were also used as a protest against the economic problems faced by Japan at the time.
How should I create my institutional content?
To make it easier to put all these principles into practice, you can use five basic questions to guide the production of your institutional content:
- who your company is: what is its history, who are its creators, its leaders, its partners, its collaborators etc;
- what your company does: what services it sells, what products it sells, its highlights and differentials in the market in which it operates;
- why she does this: what is the essence of your work, your culture, your goals, the meaning of your actions in the market;
- what results are you getting: financial return, expansion, market reputation, case studies, social impact, etc;
- what people are saying: customer feedbacks, consumer opinions on the internet, testimonials etc.
Institutional content can be developed with various formats, themes and objectives.
Far from a mere self-promotion, these materials are important instruments of interaction and relationship between the various groups that make up an enterprise, in addition to presenting to the public and the market the work done and the values practiced by an organization.
Finally, it is worth mentioning that these productions should not be used indiscriminately. Ideally, they represent only a small fraction of your campaigns and publications.
Do not forget, however, that in addition to producing true and quality institutional content for your audience, there is another equally important factor for the success of your strategies: information!
Continue with us and check now the results of the largest survey on Content Marketing in the country!