Branded Content

What is it?

Branded content is essentially entertaining or engaging content created or funded by an advertiser. Good branded content engages the consumer by entertaining them rather than interrupting their entertainment. As the Branded Content Marketing Association says, branded content is “the move from interruption to attraction.”

So, rather than interrupt someone’s content consumption with advertising, branded content delivers brand messages in the content itself – the thing that users want to engage with.

One of the most famous examples of branded content is “The Hire,” a series of 8 short films directed by well-known directors including Guy Ritchie and Wong Kar-wai and funded by BMW. The films, which each promote a different BMW model, were released in 2001-02 and received a cult following, proving effective brand promotion for BMW.

The difference between branded content and straight sponsorship is that sponsorship adds a brand’s logo to content that’s already created, whereas branded content involves the advertiser at the development level – funding production costs and often working together to come up with the creative concept.

Is it evil?

That depends who you ask. Branded does blur the distinction between advertising and entertainment. However, branded content will only work if it is something that a consumer actually wants to engage with – if it is content that the user actually finds entertaining. If it’s overly cheesy or obviously manipulative, consumers will just tune out. In that sense, branded content will only work if it’s good content – if it’s something that a consumer wants.

Online branded content

Branded content online is simply web content that users find entertaining or useful, without the hard sell. This content can appear on your own site, or it could appear on a mini-site or email newsletters. It could be information that’s useful to your target audience, or humorous or entertaining copy.

How do I get it?

For branded content to work, you need good web copywriters who know how to create entertaining content that your target market will engage with. Ahem, I guess this is where we do the hard sell.