Definition: Branded content
What is branded content?
Branded content refers to content that showcases a brand’s values through storytelling. For example, it's not unusual for brands to collaborate with influencers, renowned filmmakers, and other third parties to create branded content.
Unlike banner ads and other traditional advertising, making sales is not the primary goal of branded content. Instead, organizations use this kind of content to provide educational, inspirational, or entertainment value to their audience while generating awareness and conversation about their company — and all without directly marketing their products or services.
Branded content takes many forms but is most commonly prepared as video content. Some brands also create branded blogs, social media content, and podcasts.
What's the difference between branded content and product placement?
Some people can confuse branded content with product placement, but the two strategies are different:
Product placement features the inclusion of a brand product or service during a presentation (for example, a TV series or film) that is often unrelated to the brand itself.
Branded content tells a story that highlights or aligns with the brand’s values (without necessarily displaying the product).
When should an organization invest in creating their own branded content?
The impact of branded content can’t be overstated, but it may not be a viable or productive option for every organization.
Your organization needs to have:
- A story to tell: Storytelling is at the heart of branded content, so if you want to pursue this form of marketing, you must have a compelling story to tell.
- The budget to produce it: Although you can create branded content on a budget, most branded content requires a sizable budget.
- An audience that responds to branded content: You’ll need to narrow down your audience’s interests and general response to branded content, as well as research what your competitors have done to date.
