Definition:
The Branded Content, o branded content is an advertising strategy that uses various content formats, such as articles, infographics, images and videos, to support and promote products or services. Unlike traditional advertising, Branded Content does not focus on direct promotion, but on using information and entertainment to strengthen brand perception and affinity.
History and development of Branded Content
The concept of Branded Content has its roots in the first forms of sponsored entertainment, such as radio and television programs in the 20th century that were financed by brands to promote their products in a subtle way. However, it was at the beginning of the 21st century when Branded Content began to consolidate as a differentiated strategy within marketing, thanks to the growing importance of the Internet and social networks. The creation of the Branded Content Marketing Association marked a milestone in the professionalization and expansion of this strategy globally. This organization is dedicated to educating marketers on best practices and providing success stories that demonstrate the positive impact of branded content. The association also encourages innovation and creativity in the use of content to connect with audiences in more meaningful ways.
Branded Content Objectives
Branded Content pursues several key objectives that go beyond simple product promotion:
- Generate brand awareness: By creating content that resonates with the audience, brands can increase their visibility and recognition in the marketplace. Memorable content helps a brand stand out in an information-saturated environment.
- Foster affinity and loyalty: By emotionally connecting with consumers through relevant and authentic stories, Branded Content helps build a relationship of trust and loyalty, which can translate into higher long-term customer retention.
- Educate and inform: Many times, branded content is used to educate the public on topics related to the company’s values or mission, or to provide useful information that positions the brand as a thought leader in its industry.
- Drive engagement: By encouraging interaction and audience participation on digital platforms, Branded Content seeks to create an active community around the brand, where consumers not only consume content, but also share and discuss it.
Advantages of Branded Content
Branded content has many advantages over conventional advertising. The main point is that this is not invasive advertising. Sometimes, the large advertisements that we find on the web, such as banners, create rejection in the user. On the other hand, branded content is more subtle and users end up approaching the brand more naturally, because there is an interest.
In turn, it creates a more emotional connection with the brand. This is because this type of content generates stories to have links with users. Thus, the user remembers this emotion associated with the brand or product for a certain time. The ease of sharing content in formats such as social networks means that this type of advertising can go viral and that more people know about it, especially if they are attractive or useful content.
It also improves brand positioning through customer loyalty and engagement. This content seeks to get users to participate in channels such as social networks so that they themselves feel part of the brand identity as a consumer.