Branded content

Branded content is content that is linked to a brand that allows consumers to make a connection with that brand. It is a marketing technique that does not involve traditional advertising. Its purpose is to drive engagement through content and often exists in mediums such as videos, podcasts, articles, and even live events. Branded content does not focus on the actual product as it does the quality of the brand itself.

Branded content is a powerful marketing technique that can elicit emotions in its consumers, build trust between consumer and brand, and increase brand revenue.

Often receives a negative connotation as skeptics wonder if the hyper-dramatized content often associated with it, is working only for the better of the brand.

Branded content is less focused on sale conversion and more interested in creating conversation around the brand.


Why is branded content used?

• Engages through emotion or entertainment
• Implements storytelling 
• Makes a social statement
• Uses multiple mediums (including live events)
• Highlights brand’s values, building consumer trust