Branded Content Definition: 3 Content Marketing Examples

Branded content is a marketing strategy that increases brand awareness for a product or service. A branded content campaign can include collaborations or a paid partnership with popular figures, celebrities, or other companies, but a potential customer must be able to easily associate the content with the brand behind it.

Business partners might distribute branded content by sharing the brand story or brand values to a target audience. A branded content marketing campaign often sells an idea or a feeling rather than the product itself and, depending on several factors, can sometimes be more effective than traditional advertising schemes in building brand loyalty. Branded content can include several formats, including social media posts, podcasts, short films, blog posts, works of art, and other creative endeavors.

A branded content marketing strategy develops a relationship and dialogue with your customer base through storytelling. For example, company-branded podcasts and social media posts drive connection and conversation among companies and customers or potential customers. When an individual connects to a brand’s content pieces or community, they are more likely to purchase the brand’s goods or services.

To better understand branded content marketing, it can be helpful to compare it to traditional marketing strategies, which companies use to cast a wide net and grab the attention of diverse customer demographics. Traditional methods include product placements in movies or television shows, TV or radio commercials, and online ads. A downside to these strategies is that they are very direct and obvious forms of advertising, which marketing-savvy customers might ignore or altogether avoid. On the other hand, branded content might emphasize the content itself and include more subtle advertising aspects, which can boost its appeal to potential customers.

Consider these common branded content examples:

1. 1. Podcasts: A brand might choose to create a podcast around a theme that is central to its products or services. The goal is to capture a desirable audience’s attention by either informing or entertaining them while also building brand awareness or brand loyalty. For example, a mattress company might create a branded podcast that shares tips for getting a better night’s sleep. This is in contrast to traditional advertising content creation, which would equate to a mattress company supplying a commercial to a third-party podcast.
2. 2. Social media: Online apps for communities and social media platforms can be hubs for companies looking to create content, build networks, and leverage search engine optimization (SEO) or other digital marketing metrics. Branded content posts might include pictures and video clips with a hashtag, or they might be collaborations with influencers who feel aligned with a company’s messaging. This type of content can promote follower crossover and provide an equal exchange of value to both brand partners.
3. 3. Videos: A brand might choose to create a video segment that is not an overt advertisement but still puts forth an idea or compelling story that is central to the company. For example, a business might choose to create a video that showcases its brand positioning on a social issue or other ideal. As a marketing technique, companies can create branded content like this to frame their company values while also adapting to online marketing trends.

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