Branded content – ​​how to use it in your marketing strategy?

What is branded content anyway?

It is worth mentioning that the history of the concept of “branded content” began with a radio show sponsored by the world-famous Procter & Gamble corporation, which, while sponsoring the program, promoted its soaps on the radio. The company’s soaps were part of a multi-episode show, which also resulted in the creation of the concept of soap operas.

We can therefore say that branded content is a type of content that is created in cooperation with a given brand. Such content is intended to motivate the readers to establish direct contact (visit the company’s website) or indirectly (search for more information about the product or service online).

The concept of branded content includes both written and graphic, audiovisual or audio content. This is content that is intended to draw the consumer’s attention to the brand as a whole, and not necessarily to its individual products. Good branded content is focused on the needs of a potential customer, is authentic, uses various channels to reach the recipient and creatively combines advertising and art.

Branded content – examples

Everyone is probably familiar with the campaign implemented in 2001 by BMW – “The Hire”. Eight ten-minute films directed by the biggest stars of world cinema and the iconic BMW car in the background. BMW and Clive Owen, who appeared in each episode – what more could you want?

The films were so popular that they were released on DVD. Another iconic example of branded content is the video game, which quickly became one of the most important elements of the marketing strategy of the TT Games studio specializing in games with Lego blocks.

As a player, you travel through worlds built from Lego blocks, while at the same time interacting with the values ​​associated with the brand. The game evokes positive emotions and builds the desire to own products related to the blocks.

Another example is the mobile phone application created by RedBull. Using the latest trends, the company allowed TV viewers to recreate the view from alternative cameras on their device – films from different angles.

Branded content, product placement, content marketing – what are the differences?

Let’s start with the differences between branded content and product placement. These elements of marketing strategy are often confused, but in reality they are very different.

First of all, product placement is putting one product in the spotlight. It is a passive strategy – the company does not tell its own story, but adapts to the narrative led by, for example, the creator of a series or program, without adding any interaction to the product or service.

Branded content, on the other hand, takes advantage of the fact that recipients expect this interaction. They don’t want to stop at passive viewing, they want to be able to comment, share their feelings, they want to take part in the adventure.

In the case of branded content, the brand has full control over influencing the recipients, telling the story in the way they want, creating chemistry with the recipient. Chemistry concerning the entire brand, not just one product or service.

Content marketing, on the other hand, is supposed to educate, arouse emotions, provide entertainment. It doesn’t always promote the brand, it focuses rather on promoting a specific lifestyle and certain attitudes. Branded content is therefore a type of content marketing, an unobtrusive advertisement that encourages purchases thanks to an idea that engages recipients.

Why investment in branded content is worth it

Branded content is content that does not flaunt the brand, but at the same time encourages the consumers to engage and provides entertainment. It combines this entertainment with advertising in an original and unforced way. Today’s audiences are looking for valuable, quality and entertaining content with a story and emotions behind it. Therefore, brands that conduct a dialogue with their audience and with which the audience can identify win. Branded content:

• builds long-term relationships between the brand and potential customers,
• improves brand recognition,
• fulfills the brand’s communication goals,
• deepens desired associations with the brand and its products/services.

Branded content can be a response to the audience’s aversion to advertising. At the same time, it highlights the brand’s features and fights against traditional advertising, becoming an extremely engaging channel. It allows you to reach deep into the recipient’s subconscious and force them to behave in specific ways, which can translate into the brand’s sales results.

Branded content appeals to a wider community, because this type of advertising is strongly linked to entertainment content. It evokes positive associations with the company, intrigues recipients, and builds trust in the brand. It works great in building a long-term relationship between the brand and the recipient – ​​the content is of high quality in every respect and is tailored to the recipient, which is why it arouses their interest.

The customer is encouraged to contact the brand naturally, unobtrusively and in a credible way, which builds their loyalty. Branded content gives the recipient the feeling that they are the one deciding whether to buy a given service or product.

Branded content – does it have any unique features?

Will branded content permanently enter the marketing strategies of brands? Of course. As one of the few forms of advertising, it creates completely new opportunities for promoting the brand.

These opportunities go beyond traditional advertising and very often use the most modern technological possibilities. It is a format that not only engages consumers, but also gives brands great satisfaction. Branded content is a tool with huge potential and a lot of room for creative action.