Branded content is not marketing. It’s not advertising, either. So, what is the difference between branded content and marketing? And why do businesses need to know about it? It’s imperative to a brand’s story-telling. Branded content is how marketers can connect with their audience through the power of stories.
By nature, human beings are driven by story-telling. Since the beginning of our existence on this planet, we have communicated our heritage, our fears, our hopes, dreams, the lessons we want our children to learn… all through stories.
When we encounter someone new, we exchange stories with them in the hopes of better understanding them, and hope to forge a connection with them in return.
But how does this tie into business and marketing? Let’s first start off with defining exactly what branded content is.
Branded content is content that isn’t designed to sell to consumers; it’s content that’s designed to talk to and connect with human beings.
Advertising is a sales message. Its success is measured in its ability to push consumers to buy, directly increasing revenue and brand awareness. Yet the primary objective of branded content is not to push the sale, but rather to make the viewer question current events and how we live day to day in society.
Branded content is different from marketing, it’s not a thinly veiled product push, and it’s designed to not be intrusive to a viewer. It’s loaded with value, not that the brand itself brings, but the value of human connection.