Branded Content is content capable of giving value to the Brand. Find out what it means and how it needs to be done to be truly effective.
Branded Content Marketing is a particular type of marketing capable of proving effective even in an era in which people, increasingly bombarded by advertising, have begun to ignore traditional advertisements. This approach affects how the Brand’s contents are created, packaged, and presented.
In this guide, we will now discover the precise meaning of Branded Content, the peculiar characteristics of the content of this type, and how it must be done to be truly effective.
The growing need of companies not to interrupt users’ experiences and conversations with canonical advertisements in order not to be intrusive in their eyes has led to the development of Branded Content.
Specifically, the definition of Branded Content (literally “branded content”) refers to content – informative or entertaining – without an explicit advertising message, produced ad hoc directly or on commission by a Brand, to convey and consolidate the values connected to the Brand and thus increase its Awareness.
Branded Content can take different forms, from textual content for information purposes to emotional videos passing through inquiries. More concretely, it can tell something that can educate people on a specific topic, get them interested in a topic, excite them or entertain them by leveraging empathy. What is essential is that the topic addressed and how it is addressed, for the reasons mentioned above, is consistent with the values and tone of voice of the Brand, as well as with the interests of its audience.
Once produced, this particular type of content is published on the website or on the social channels of the Brand itself, or on a platform created ad hoc by the company.
This factor, in particular, is what distinguishes Branded Content from Native Advertising, which differs from the first precisely in that the content is not published on a channel owned by the Brand but is hosted on an external platform chosen based on its target audience.
The advertising message inserted in the abovementioned content can be more or less explicit, but the promotional intent must be declared and visible in any case.
In recent years we have seen the rise of Big Data. All you need to… Read More
What is Business Intelligence, and why is it important There are three of the most… Read More
Music streaming is an enormous part of the wider music industry right now, and it… Read More
From big data, only what is strictly necessary Data Mining… much more than traditional statistics… Read More
When it comes to cryptocurrencies, it's essential to know the market capitalization to invest appropriately.… Read More
Introduction For a good reason, contactless payment methods and payment gateways are becoming increasingly popular… Read More