Branded content is about generating & publishing useful “content” for your target audience typically articles, videos, & infographics.
It differs from direct advertising in that it doesn’t openly work as a means for brand promotion but rather as a means for information or entertainment. Therefore, it will help maintain a strong relationship between the consumer and the brand.
We are inundated by advertisements and in today’s digital era, we have the option to easily skip ads. Therefore, the way to take centre ground in the lives of customers is through valuable content, ie ‘owned’ media. Great brands have understood what is at stake and they are spending billions of euros on brand content – as specified by a study conducted by IREP & France Pub.
According to a study published by Marketing Charts: 70% of brands and 77% of agencies have used branded content in their communication plan in the past year.