What is Branded Content?
Branded content is primarily created to promote a company’s values, products, or services (without being overly promotional). This type of content is designed to enhance audience engagement while reinforcing the brand’s identity and message.
The goal of branded content is not to directly promote a brand’s values, products, or services but instead to build brand awareness and affinity. Branded content can be recognised by the fact that it is valuable and informative to the target audience without feeling like it’s a sales pitch. In other words, the content should be educational, inspiring, and entertaining.
The different branded content types can be distributed in various ways, including through social media platforms, content partnerships (partner websites), the brand’s own site, advertising campaigns, and newsletters.
What Are Examples of Branded Content?
Branded content can take many forms, including (not limited to):
- Blog posts highlighting industry trends
- Podcasts discussing some issues that are related to the product or service of the company
- Videos about concepts in the brand’s field
- Case studies exploring how customers used a product or service to solve a problem
- Infographics that explore concepts in the brand’s field
- Social media posts or campaigns that highlight stories behind products or services
Advantages of Using Branded Content
Here are just a few of the advantages of using branded content:
1. Increased Brand Recognition
Branded content boosts brand recognition by prominently featuring the company’s logo, name, or slogan, making the brand more memorable to consumers. For example, a childcare facility could create an infographic on pool safety, which, when distributed to parents, helps associate the brand with safety.
2. Low Cost
Branded content can be cost-effective as it often utilises free platforms like social media. This allows marketing teams to save on expenses while still reaching a wide audience. This cost-saving allows for a higher volume of promotional materials and reallocates the budget for other marketing activities.
3. Potential for Growth
New forms and methods of branded content regularly emerge, like new social media platforms booming, types of content favoured, etc. This offers opportunities to expand the reach of marketing campaigns by leveraging new platforms and technologies, like the rise of video-sharing websites, which have made it easier for companies to reach broader audiences.
4. Focus on Consumers
Branded content is consumer-centric, appearing on easily accessible platforms such as websites and social media. By being engaging and entertaining, it attracts and retains consumer attention, increasing the potential for interaction and reach.
