Branded content is a marketing technique that involves creating content that is directly linked to a brand, allowing consumers to connect with it.

I’m sure you’ve seen at least 10 ads since turning on your phone. So much that you resorted to using ad blockers or developing ad blindness.

Brands need to look for new ways to connect with their audience, find creative ways to get the public’s attention and convey the values they represent. Branded content is an excellent solution to all these needs.

So What Is Branded Content?

Branded content focuses on the values of the brand, not on its products or its services. 

More than looking for a direct sale or conversion, this type of content impacts the audience and sparks conversation around the brand. The key metrics to measure the success of branded content tend to focus on the reputation and the number of mentions.

We usually think of advertising as a price to pay to consume the content that really interests us, but branded content seeks to turn this idea around and create content that users actually want to consume. This added value comes in the form of entertainment.

Branded content does not seek rational arguments about why a brand is better than the competition but instead connects with the audience on a more intimate level. This type of content aims to tell a story about the brand to the viewer.

Branded content can be used in different formats like video, podcasts or events. There are many different ways to spread this content, from apps to social media to the brand’s website.

Brands usually collaborate with professionals to create their most unique content. But the collaborations don’t end there. User-generated content is a popular resource, allowing users to tell their stories about the brand and get involved while providing content.

Branded content is an effective solution to an increasingly saturated market. Using this type of content can help your brand stand out and build a community that trusts your brand.