Branded content is a marketing method that seeks to overcome people’s resistance to traditional forms of advertising such as print and television advertisements. It aims to connect and have impact on an audience in a creative way in a bid to show the values of the brand.
It does not focus on a particular product or service but rather seeks to convey certain intangible qualities that the brand has rather than on any specific product or service characteristics. It often makes use of storytelling through content that seeks to convey its message through a narrative with a beginning, middle and end. Through this content they seek to generate a conversation and sometimes controversy in order to make the brand foremost in consumers minds.
Essentially, it is a marketing method that seeks to engage its audience by an appeal to certain emotions and values that are associated with the brand’s image in a positive way.