What is branded content and how to make it good

Branded content does not appear to be a new trend in marketing. It goes back to the 1940s and is a great way to engage with customers, without being spammy, pushy, destructive promotions. On the contrary, branded content entertains and teaches. It can include articles, videos, and podcasts.

Why does branded content work? People are overloaded with advertising (social media ads, tv commercials, display ads, billboards, radio ads, emails, and so on). Advertising is everywhere. Think how many ads we skip daily. We become overwhelmed, and frustrated, and these feelings we shape towards brands.

While branded content creates a different effect. We don’t mind getting engaged, it brings us value, we learn something, and it can be inspiring and bring good emotions. We are not only engaged but gladly go one step further and share this experience with our family and friends.

A nice example of successful branded content is the LEGO movie. Company sales increased by 25% after the release of the movie in 2015. The story behind the product is powerful, funny, entertaining, and heartfelt. Lego became the tool used to tell the story, not the product placement intended to buy.

So, what makes branded content good?

• It must be original
• Create an emotional connection
• There must be a story
• Don’t sell with this content
• Address an issue in the public eye
• Drive engagement

Does it matter the size of your business or the budget of your marketing plan if to use branded content? Not at all. If you have a story to tell, you need to tell it. Share it on social media and watch your brand grow and your fans grow along with you.

Source: https://medium.com/the-mission/branded-content-the-what-why-when-and-how-fb9426dc3e14