Branded Content has been defined as content that is…

“…funded or at least endorsed by the legal owner of the brand that promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information, and/or education value.”

(The Definitive Guide to Strategic Content Marketing – Lazar Dzamic and Justin Kirby)

So What Is Branded Content?

Great, so what does that definition actually mean?

In short, Branded Content is a form of advertising that doesn’t feel like advertising.  Branded Content can include everything from articles, polls, quizzes, and infographics all the way to high-end webseries and even network TV series and major feature films (what was The Lego Movie but a hilariously entertaining 100-minute ad for Lego?)

Does Branded Content Work?

Does Branded Content work?  Indeed it does.  Just a few compelling stats…

• Branded content is 22x more engaging than display ads.

• Brand recall is 59% higher for branded content than other digital ads.

             – SOURCE: IPG Media Lab

This brings us to one of the best aspects of Branded Content; Branded Content isn’t just effective – it’s also cost-effective. In fact, through other agencies, we have developed original branded content for 1 in 10 brands among Forbes’ Top 50 Most Valuable Brands – some of them produced on a budget WAY lower than you would assume.

Curious about how Branded Content could help your business or organization? Give us a call and let’s find out!