What is Branded Content?

Branded content is any type created or sponsored by a brand to provide value to the audience while subtly incorporating brand messaging. The purpose of branded content is to engage and entertain the audience first, as opposed to traditional advertisements, which are overtly promotional in nature. The promotion of the brand is mixed into the content in a way that feels natural and unnoticeable.

Example: Nike’s “Just Do It” campaign is a prime example of how branded content can build brand awareness and recognition. Through powerful storytelling and motivational content featuring athletes overcoming obstacles, Nike successfully aligns its brand with themes of perseverance and excellence. This content resonates deeply with audiences, strengthening Nike’s position as a leader in sportswear and footwear.

What formats can branded content take?

Videos

These can range from short clips to full-length documentaries.

Example: Red Bull’s extreme sports videos, which entertain and align with the brand's adventurous spirit.

Articles

Brands often create informative or entertaining articles related to their industry.

Example: A skincare brand might publish articles on skincare routines that quickly highlight their products.

Podcasts

Brands might sponsor or create their own podcasts on topics related to their industry, providing valuable insights or entertainment while subtly incorporating brand mentions.

Social Media Posts

Engaging posts on platforms like Instagram or Facebook that entertain or provide helpful information while integrating brand messages.

What are the core features of Branded Content?

Emotional Connection

Branded content is designed to forge an emotional connection with the audience. By tapping into viewers' feelings, brands create a lasting impression.

Example: Coca-Cola’s “Share a Coke” campaign used personalized bottles to evoke a sense of belonging and happiness, creating a solid emotional bond with consumers.

Brand Identity

Branded content helps shape and showcase a brand’s identity and personality. It goes beyond mere product promotion to reflect what the brand stands for.

Example: Dove's "Real Beauty" campaign highlights its commitment to real, diverse beauty standards, reinforcing Dove’s identity as a champion of self-esteem and authenticity.

Encourages Conversations

Effective branded content is shareable and encourages conversations among its audience. This not only increases engagement but also extends the brand’s reach.

Example: Red Bull’s extreme sports content often sparks discussions and is widely shared, amplifying its brand presence through social interactions.

Focuses on Brand Values

Instead of focusing solely on product features, branded content emphasizes the brand’s values and mission. Patagonia’s “Don’t Buy This Jacket” campaign, which promoted environmental responsibility over consumerism, illustrates its commitment to sustainability and ethical practices, aligning its brand values with consumer interests.

Uses Storytelling

Storytelling is a crucial element of branded content, making the content more engaging and relatable. Apple’s “Think Different” campaign used storytelling to celebrate innovation and creativity, positioning Apple as a brand for visionary thinkers. This approach helped communicate its core message effectively while building a strong brand narrative.

Adds Value

Branded content often provides something valuable to the audience, such as entertainment or useful information.

Example: HubSpot’s blog and educational resources offer valuable insights on marketing and sales, making it a go-to resource for professionals while subtly reinforcing HubSpot’s role as an industry leader.

How to create effective branded content?

Know Your Audience

Review existing data and feedback to understand your audience's likes and needs. Use this insight to create content that speaks directly to their interests and keeps them engaged.

Define What Your Brand Stands For

Clearly define your brand’s values and mission. This will help you craft content that reflects your brand’s identity and make it easier to connect with your audience.

Craft Your Brand's Story

Tell a compelling story that highlights your brand’s unique values and mission. Make sure it resonates with your audience and fits naturally into your content.

Choose the Right Format

Choosing the right content format depends on your audience's preferences and the platform you're using. Consider formats like videos, articles, or podcasts based on what resonates most with your audience. Experiment with different formats to see which one performs best.

Create Valuable Quality Content

Focus on making your content high-quality and genuinely valuable. Your brand should fit seamlessly into the content, making it engaging and helpful rather than just promotional.

Collaborate with Others

Work with brands, influencers, or experts who align with your values and have a strong following. These partnerships can help expand your reach and enhance your brand’s credibility.

How can branded content boost marketing efforts?

Building Brand Awareness and Recognition

Branded content helps people remember your brand. Regularly sharing content that reflects your brand's values makes it easier for people to recognize and remember your business.

Enhanced Engagement

When you create exciting and valuable content, you grab people’s attention and encourage them to interact. This means more likes, comments, and shares, which helps build loyalty and spreads the word about your brand.

Encouraging Trust and Credibility

Sharing honest and helpful content builds trust. Your brand becomes a trusted source of information when people see you provide valuable information consistently, and they become more likely to choose your products or services, resulting in a more loyal customer base.

Driving Traffic and SEO Benefits

Good branded content can attract more visitors to your website. Search engines like websites with fresh, relevant content, so this can help improve your search rankings and make your site more visible online.

Generating Leads and Conversions

Branded content can help you find new customers. You can build a list of people interested in your offer by offering something valuable, like a free guide or webinar, in exchange for contact details.

Encouraging Social Sharing

Content that people find engaging is more likely to be shared on social media. When your audience shares your content, it helps your brand reach a larger audience and creates a buzz around your business.

Differentiating Your Brand

Branded content helps you stand out in a crowded market. Showing what makes your brand unique and sharing your story makes it easier for people to connect with and remember your business.