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Branded Content Definition
Branded content (also known as branded entertainment) is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content’s production. Often utilized in native marketing, and somewhat similar in appearance, though different in technique than content marketing, branded content typically presents itself as something other than a marketing ploy first, albeit simultaneously and always presented as a highly branded property and often labeled as “sponsored.” Contrary to embedded marketing, where the brand is placed within the content, branded content places the content within the brand. Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than studio or a group of solely artistic producers, and is used in film, video games, music, the internet, events, installations and television.
Branded content vs Content marketing
Branded content marketing campaigns are often associated with entertainment-type content, such as creative video advertising. The aim is to resonate with the consumer on an emotional level rather than focusing on the actual product and USPs.
Content marketing campaigns are more focused on the product or service and the content is usually more rational and informative. This takes place further down the customer decision journey and, unlike branded content, ROI is more about lead-generation and sales than building a positive image of the brand.
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