Branded content is content that has been produced in order to associate a brand with a particular idea or identity; it is contrasted with other type of content that is not in the service of a brand. It is a form of advertising, sometimes called advertorial, that seeks to change the traditional approach where the brand pushes its message through a commercial or endorsement.
Rather, this type of advertising seeks to get the attention of today’s consumer by providing them with content that is interesting or useful and that provides value without being a sales pitch for a particular product or service. It results in better and more positive engagement with a brand and offers the possibility of sales in the future as a goal. This type of content can be in the form of articles, videos, podcasts and even live events- in fact anything that will entertain and/or provide value to a potential customer of the brand.