What is Branded Content and why is it so great for marketing?

Marketing is a very fun and dynamic field, as new strategies emerge all the time. A good example of

this is Branded Content, which provides an innovative solution to the challenges of conveying a

brand’s message to consumers .

Branded Content may be relatively new or less known in the industry. But it is so effective that there

is an awards category at the Cannes Film Festival called “Branded Content & Entertainment”.

In this article, we will explain the details about Branded Content, how it works and how you can apply

it in your marketing strategy.

Let’s get started!

What is Branded Content?

Let’s start by answering this basic question.

Literally translated, this term would be “branded sweden telegram data content”, that is, the creation

of content directly related to topics about the brand . This content must be relevant to

your target audience .

In this way, the dynamics of brand promotion change. Instead of being associated with

advertisements, which are often ignored or rejected, the brand begins to be associated with

information and entertainment, which are more valuable to consumers.

Branded Content is flexible and adaptable . It sits at the intersection of marketing where

advertising, information and entertainment converge.

Branded content can also be used across multiple channels and formats, including the latest mobile

alternatives – apps.

How is this strategy developed?

So, now that you understand what Branded indeed, the main contribution Content means, you are

probably wondering how you can develop it.

Although there is no secret formula, several essential factors can be identified for producing Branded

Content.

First, it is important to keep in mind that the pace of Digital Marketing is very different from

traditional marketing.

In Digital Marketing, there is less time to plan, because actions and reactions must be immediate.

Otherwise, the public’s attention is focused elsewhere and we risk losing the opportunity to gain

visibility.

On the other hand, when planning loses space, monitoring and management gain importance.

In Branded Content, what happens after a piece of content is uploaded is crucial to its effectiveness. The goal is to understand what is happening with that material in the hands of the public and try to keep it “active” (i.e. generating interest and engagement ) for as long as possible.

In other words, if the first people who come into contact with the content do not consider it relevant, it will not be reinforced and will be overlooked. This causes it to “die” before reaching a large audience.

It is also important to highlight the dialogue between Branded Content and other content being produced. You can mention them and they mention you.

This is a spontaneous phenomenon, which means that it is difficult for this interaction to arise just by planning. Therefore, when it happens, it generates much more interest and identification with the public, bringing excellent results in advertising and promotion of your brand.

Main cases

There are many cases of large b2b sale lead companies that have successfully implemented Branded Content. We are going to highlight the best ones at an international level, so that you can understand how this strategy works in practice.

Dove “Real Beauty” Campaign

You’ve probably seen this Dove campaign.

The video showed a woman describing herself, while a cartoonist made a sketch.

Then another woman would describe her and the artist would draw another portrait. At the end they would look at both drawings and compare them.

So the descriptions made by the other woman were nicer, happier and more open.

All of this was done to demonstrate how a woman sees herself, how strict she is about her appearance, and how beauty standards are important to our society and at the same time unrealistic and harmful.

This campaign was very successful because it addressed an uncomfortable issue for women – that is, it proved to be very relevant to the public. The way it was handled, with sensitivity, also played a role in the results obtained.

The first YouTube video of the campaign had more than 170 million views. With this action, Dove was able to position itself as a brand that cares about women, seeing the “real beauty” in each of them.