What Is Branded Content?

One of the most common questions we hear is ‘but what actually IS branded content?’. To be clear, we aren’t talking about just branded ads here (e.g. those ads at the bottom of articles, courtesy of the likes of Outbrain and Taboola). We define branded content as: a content piece produced by a publisher or influencer, focused on an advertiser’s message that feels the same as regular editorial content. It’s custom-built, bespoke content, created in partnership between a publisher/influencer and advertiser. 

Simply put – branded content drives better connections between brands and audiences through emotive storytelling and the use of trusted voices. Branded content is the only advertising channel that can simultaneously and consistently deliver value for both the advertiser and the audience.

Since we’re clear on what branded content is, let’s explore what exactly makes it a uniquely effective advertising solution.

Branded content provides advocacy from publishers

You’re much more likely to believe and trust a recommendation that’s come to you from a friend, or someone you view as an expert on a topic. That’s part of the reason branded content is so powerful; you have publishers acting as brand advocates whilst ensuring the content is valuable for their audience.

Leveraging the advocacy of the publisher’s trusted voice with the audience provides a halo of trust for the advertisers message. 

The best branded content pieces focus on an advertiser’s brand, without sacrificing the quality of the content. If you want to do branded content, make sure there’s still a story to tell that will interest the audience. The publisher is the expert here – trust them.

Branded content is opt-in advertising that audiences are choosing to spend time with

Unlike disruptive ads that push audiences through the funnel, branded content is an opt-in media format that can really effectively pull audiences through the messy middle. 

When audiences are engaging with branded content, they are choosing to spend time with your brand because the content’s providing value to them. That’s why audiences are more likely to spend more time with brands through native content. That’s why engagement rates (like dwell time) are significantly higher with native content, you can have an audience being exposed to your brand for minutes at time. You aren’t fighting for seconds of attention with disruptive formats. 

Branded content provides contextual relevance for brands

Whether it’s a sponsored article on a news site or a promoted video on a social media platform, branded content aligns itself seamlessly with the audience’s  interests and preferences. This contextual relevance increases the chances of users engaging with the content. When you align your brand  with publishers who have built their own loyal audiences, and produce  content in the same editorial style they do every day, you increase the likelihood that the audience will choose to engage with it.

Branded content can be a longer, more educational format compared to other media channels

Because branded content allows you to do so much, you can include many more messages or proof points about your brand. Longer form articles or educational videos enable you to communicate more; if you need to go deep and complex. Or keep it short and sharp, focusing on a key message to an audience en masse. 

Brands can leverage the longer format to educate audiences about their products, services, or industry. This style of educational content can generate stronger brand loyalty and higher engagement levels.

With branded content, you can tell a story and engage deeply with the audience. You can share much more information with an audience in branded environments compared to other advertising channels.

Branded content can be in the form of articles, videos, social posts, stories or hubs of content.

Branded content can be entertaining and emotive through the use of story

Storytelling is a powerful tool in advertising. Brands can craft compelling narratives and share emotional stories with branded content, creating a genuine connection with their audience. Through the use of story, branded content can leave a lasting impact, making the brand memorable and encouraging word-of-mouth marketing from earned audiences.

Why use branded content?

Branded content is about reaching relevant audiences through trusted voices and engaging them creatively in the right environments where they seek information and inspiration. That’s why branded content offers a unique and effective way for brands to connect with their audience authentically. Its opt-in nature, support from publishers, contextual relevance, educational format, and storytelling capabilities make it a valuable asset in any modern marketing strategy.