What Is Branded Content

What Is Branded Content

Branded content is a marketing method that involves creating content related to a brand and its products without explicitly being an advertisement. Its aim is to allow the consumer to make a connection with the brand through storytelling that encapsulates the brand’s values in a creative way.

This form of marketing is about the values of the brand and does not explicitly identify any of its products or services. To be most effective it should generate a conversation about the brand and its benefits whilst also being entertaining to the consumer. This should include an emotional appeal which is among the most effective ways to create engagement with the consumer. The story that is being told using this method can then be used in a variety of formats and channels to reinforce the overall message. By collaborating with creative partners the brand can also leverage their popularity and audience to create additional brand engagement.