Branded Content: Engaging Your Audience Beyond Products

At first glance, branded content might appear completely disconnected from the brand itself. But that’s the secret— it’s designed for the audience and their passions.

Take the Michelin guide as an example.

“It makes sense that people travel great distances to discover unusual dining locations!” they realize then.
Finally: “Did that neighborhood tapas restaurant just get a Michelin star? That’s amazing!”

1. What is Branded Content?

Branded content is engaging media—be it entertainment, storytelling, or educational material—sponsored, commissioned, or produced by a company. Think cinematic short films by fashion brands or documentaries created by tech companies.

The audience connects with this content emotionally. They watch, read, or listen because it resonates with them—not because it’s a disruptive ad.

1.1 It’s About Values, Not Products

Branded content emphasizes shared values over direct product promotion. Its core message is: “We understand you.”

Products might make a subtle appearance, but the focus is always on providing entertainment, inspiration, or knowledge.

1.2 Not to Be Confused with Content Marketing or Product Placement

Branded content is distinct from other marketing forms:

• Content marketing fosters brand interest naturally.
  
• Advertising directly drives purchases.
  
• Product placement subtly inserts products into entertainment.
  
• Branded content prioritizes storytelling that aligns with audience values.
  
  
  

Audiences may even forget they are consuming advertisements when the enjoyment is turned up and the persuading is turned down.

Since branded material appeals to a broad audience due to its entertainment value, it tends to raise brand awareness.

2. Why Invest in Branded Content?

Here’s why branded content is worth your time:

1. Stand Out in a “Me-Me-Me” World
   
   Most brands focus on themselves in their messaging. Branded content flips the script, centering the audience instead. This approach cuts through the noise and leaves a lasting impression.
   
2. Build Positive Associations
   
   Studies show that people respond 62% more positively to branded content than to traditional TV ads. When your content entertains or inspires, your brand benefits from the goodwill it generates.
   
3. Show Your Human Side
   
   People prefer to connect with people, not faceless entities. Branded content lets you reveal the human element behind your brand, creating trust and relatability.
   
4. Reach New Audiences
   
   Branded content explores new formats and platforms, like podcasts, games, or short films, introducing your brand to diverse audiences. It also boosts brand recall by up to 81%.
   
5. Add Value to Your Pricing
   
   Great storytelling justifies premium pricing. Highlighting craftsmanship, sustainability, or emotional connections through branded content reinforces your brand’s worth.
   
   

3. Risks to Avoid

While branded content is powerful, it must remain authentic. Audiences can easily spot when a brand’s values feel forced or insincere. Poorly executed campaigns can evoke negative emotions, derailing your efforts.

4. Measuring Success

Branded content metrics differ from traditional marketing:

• Brand Awareness: Do people recognize your name or logo?
  
• Brand Recall: Can audiences remember your brand unaided?
  
• Sentiment: How does your brand make people feel?
  
• Loyalty: Are they choosing you repeatedly?

Monitor traffic, mentions, and sentiment to gauge your campaign’s impact.

5. 7 Great Examples of Branded Content

1. Scam Hunters
   
   An infosec company crafted a crime thriller podcast featuring big-name actors. The gripping storyline educated listeners about cybersecurity while engaging them emotionally.
   
2. Decades of Confusion
   
   A fashion brand’s short film humorously showcased its design evolution, leveraging star power to entertain and align with audience values.
   
3. Hallmark + NFL Collaboration
   
   Hallmark and the NFL joined forces to create holiday-themed movies, blending football and festive storytelling to captivate fans and new audiences alike.
   
4. Paddle Studios
   
   A SaaS company launched a series of documentaries and web shows, spotlighting the human stories behind tech innovation.
   
5. TideTackles
   
   Tide celebrated game-day messes with NFL tailgate tours, combining regional food traditions with relatable storytelling.
   
6. Bonfire Night TV for Dogs
   
   A dedicated TV channel calmed anxious dogs during fireworks with feel-good movies and classical music.
   
7. Creative Board Games
   
   A SaaS brand developed an interactive board game to connect with niche audiences, proving that even technical topics can be fun and engaging.
   
   

6. Final Thoughts

The future of branded content lies in aligning deeply with audience interests and creating emotionally resonant experiences. With the right strategies, brands can stand out, foster loyalty, and inspire lasting connections.

7. Frequently Asked Questions

Q1. What makes branded content different from traditional advertising?

Branded content focuses on storytelling and emotional resonance rather than direct promotion. Unlike ads, it entertains or educates the audience, making the brand a part of the narrative rather than the sole focus.

Q2. How does branded content benefit a brand?

It builds brand awareness, positive associations, and emotional connections with the audience. It also helps brands reach new demographics, increase brand recall, and foster loyalty by aligning with shared values.

Q3. Is branded content suitable for B2B companies?

Yes, branded content works exceptionally well for B2B companies. It humanizes technical or complex topics, making them accessible and engaging through formats like documentaries, podcasts, or case studies.

Q4. How can I measure the success of branded content?

Track metrics like brand mentions, sentiment, awareness, recall, and audience engagement. Tools like traffic analysis, keyword growth tracking, and social media monitoring can provide insights into the content’s performance.

Q5. What are the risks of creating branded content?

The primary risks are inauthenticity and misalignment with audience values. Poorly executed campaigns may evoke negative emotions or fail to convey the brand’s message effectively. Thoughtful planning and audience research can mitigate these risks.

Conclusion

Branded content transcends traditional marketing by focusing on storytelling, entertainment, and shared values. It’s not about selling products directly but creating meaningful connections with audiences. When done authentically, branded content fosters trust, builds brand loyalty, and leaves a lasting impression. In a competitive digital world, it’s your chance to stand out, engage new audiences, and humanize your brand.