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What is branded content

Branded content is content that reflects your company's values and vision.

It's not a pen with a logo. Such a pen is a carrier of corporate identity. Branded content is a message that resonates with your target audience.

Branded content evokes an emotional response. People remember what makes them emotional, so your branded content should make them feel happy, intriguing and give energy for new achievements!

Branded content is an experience. It increases users' understanding of your product, services, and your brand as a whole.

Key Benefits of a Branded Content Strategy


Branded content is a powerful awareness-raising tool. According to IPG Media Lab, brand retention is 59% higher when using branded content.

Ad blockers do not block branded content, but they are not invasive. If done right, it could be a surge of loyalty from fans.

Key Differences Between Branded Content and Content Marketing

The difference between branded content and content marketing is most easily understood by the differences in goals.

Branded Content Goals

  • Attract the attention of the audience by talking to them and leaving a positive impression. For people to remember you fondly and tell their friends about you.
  • Make your brand the spotlight when people think about certain things. You want to get from point A to point B. Uber comes to mind. The brand name is used as a verb.
  • Your content should improve the position of your brand and convey your message to the world.

Content Marketing Goals

  • Increase the amount of traffic and customers.
  • Increase conversions and therefore profits.
  • Achieve a positive ROI.

Key Differences Between Branded Content and Content Marketing

  • Content marketing is sharpened for a certain audience.
  • Branded content emphasizes the idea of business. For everyone.

In content marketing, you define your target audience, your segments, intonation, and trigger the mechanism.

Branded content may be part of this campaign, as mentioned above, but it's more than just part of the campaign. It's an artifact with a message, your message, that connects to your brand's values and carries that message to the world.

  • Content marketing is slower to gain loyalty.
  • Branded content can instantly attract followers and form an army of fans.

Content marketing follows a strategy, a graphic. You plan and execute, measure results over time, collect data, analyze it, and then start again.

Branded content can strike like lightning. He goes into the world, people catch him and run after him. They share your branded content with friends and your audience is born.

  • Content marketing is a general idea or plan with publications and a goal.
  • Branded content is primarily based on storytelling.

Branded content is a story you tell the world about yourself, your company. It's a message to the world.

  • Content marketing promotes a call to action.
  • Branded content evokes an emotional response.

Plan your marketing campaign: Encourage people to click on the right button. You launch a campaign, measure metrics, analyze and respond. Branded content triggers an emotional reaction to your brand and makes the message memorable. It doesn't make money directly, it doesn't lengthen the mailing list. While this will happen naturally later, that is not the goal. But that we all philosophize! Let's look at examples of branded content from the best companies in the world.

4 examples of high-quality branded content

1. Lego Movie


A great example of branded content is Lego Movie. This film, launched in 2014 with the participation of Chris Pratt, Will Arnett, Elizabeth Banks, Morgan Freeman and a number of other stars of the first magnitude, animated many animated mini-Figure Lego figures, lasted 1 hour and 40 minutes of great narration with the help of Lego. The film "Lego" is a touching story about the child's desire for creativity in opposition to his father to fix Lego crafts with glue. Together they find that it is more fun to create wild things together with a wild and creative history, to combine them. All this is done with the help of a spectacular CGI Lego.

It could be said that this is just one long advertisement for Lego products, but the story behind the product is powerful, funny, entertaining and heartfelt. Lego has become a tool used for storytelling, not a product intended for purchase.

2. Red Bull – Supersonic campaign in free fall


The slogan of Red Bull (not so long ago) sounded like this: "Red Bull inspires." And, of course, Felix Baumgartner's parachute jump from the stratosphere is consistent with Red Bull's idea and brand: doing extreme things and getting rid of the shackles of everyday life.

The Red Bull logo is easy to spot in the video, they didn't sell Red Bull. They gave the world a crazy parachute trick. This trick tripled Red Bull's investment. Sure, it was dangerous, but it gave them a bunch of profit.

3. Coca Cola – Name Campaign


Coca-Cola produced cans and bottles with names. It was a simple idea when people tried to find specific names and then share them on social media. If you can't find your name, pop-ups will allow you to type and paste just about any name you want on the jar.

Now the campaign is restarted with nicknames on the cans and bottles: "wife", "husband", "buddy" and other vernacular.

4. Dove – Show Us the Campaign


Dove appealed to women who felt they looked unusual, but were proud of it. They asked these women to send photos or videos and their stories about how they love their bodies. Dove received thousands of responses and turned them into a variety of emotional stories on YouTube and Instagram.

Promote your content


So, you've made the groundwork, it's time for your voice to be heard. Here are some tips for promoting your content:

  • Make your content desirable.
  • Make your content available for sharing.
  • Use keywords in your content to amplify its power when shared.
  • Publish it wherever you can.
  • Reach out to your loyal fans.

Solutions for low-budget brands

  • Create your list and offer them content.
  • Look for Meetup or Networking groups to build your contact list.
  • Create a Facebook group and post your stories.
  • Offer free information, rather than calls to buy, on your website and direct social media followers there.
  • Offer useful information, hints and hints, solve their problems without expecting them to buy your products and services.