What is Branded Content Marketing and Why should you Use it?

Communicate your Marketing Messaging while also Providing Value

Broaden your Reach across your Target Audience’s Favorite Digital Platforms 



In recent years, findings have shown that marketing efforts distributed through partnerships with premium publisher branded content networks have seen up to 50% higher brand lift than companies who publish on their own. Although this figure may seem staggering, when audiences trust a publisher, they’re more likely to trust the content being put forth by that publisher’s network - making branded content a great way for businesses to communicate with consumers on a familiar platform that they know and love. 


Digital branded content is perfect for the everyday consumer. With mobile usage rates skyrocketing, branded content is an excellent way to reach audiences who are on the go and expecting more from the media they consume. Because branded content is extremely versatile, it can be repurposed across platforms in the form of online articles, videos, social media posts, and more. Audio and video content in particular lends itself to mobile use, making it a great place to reach users who are actively searching for accessible entertainment or information about topics of their interest. Collaborations and co-produced content with other companies that share similar values or interests can also help businesses gain additional traffic from those companies’ audiences as well - with the end goal of branded content being to provide an experience that mimics the content audiences would seek out on their own time. 


Branded content can be especially important for developing multicultural marketing strategies to reach specific audiences in their preferred language and style to align with their culture. The U.S. Latino market in particular is a perfect audience to reach through branded content - especially when distributed across social media and mobile. This group over-indexes for the amount of time they spend on social networking sites, with  52% spending one or more hours per day on social media. Additionally, Hispanic audiences are actively looking for online content that reflects their interests or answers their questions about current topics, while still reflecting the nuances of their culture and cultural values. For a specific example of how Hispanic digital marketing efforts successfully told a branded business story, feel free to check out our article to see how Entravision’s trusted network connected Latino audiences with TurboTax through the power of branded content.





Develop a Data-driven Strategy that Tells a Story and Makes a Lasting Impact 

Given consumer behavior and preferences for a more seamless online experience, publishers and platforms are catching on to branded content, with the branded content industry projected to grow from $85.83 billion in 2020 to $402 billion by 2025. While businesses of all sizes can also benefit from their own content marketing efforts, having a designated budget for branded content marketing with publishers who have established loyal followings can pay off in the long run. By leveraging the data and targeting capabilities of digital marketing, branded content also has the ability to reach the right audience at the right time. With the combination of developing customer-centric content tailored to the interests of a company’s intended audience, messaging can make a greater mark by addressing relevant concerns and creating engaging content to create a larger discussion. 

Different media types can also be adjusted to meet different goals or reach different audiences. For example, direct to consumer businesses may be more focused on using entertaining videos as a part of their overall strategy with a goal of getting an emotional reaction from their target audience, whie business-to-business brands may be better suited to reach their intended audience by creating online publications or informative videos offering tips, insights, and general industry trends. In addition to wanting helpful information or entertainment from businesses, consumers are also paying attention to how brands align with their values and aspirations, so much so that roughly 72% of U.S. consumers believe it is “more important than ever” to buy from companies that reflect their values.

While your business doesn’t necessarily have to partner with a charitable organization to be trusted among audiences, branded content can give your business an added human-element to create connections and align with potential customers - without seeming like you’re trying too hard to appeal to them and their lifestyle. Considering that people who view branded videos are 62% more likely to show a positive reaction compared with those who watched 30-second ads, it’s clear that branded content has a way of winning over consumers. The happier the consumer, the more likely they are to remember your company’s product or services - making them more likely to become your next client or customer. 

How to get Started with Branded Content Today 





Branded content requires that you get in touch with a publisher or digital marketing agency. There’s no going it alone! That being said, the process doesn’t have to be intimidating, no matter what your experience is with this marketing method. Feel free to contact us today or find a location near you to see how our expert digital marketing consultants can help your business grow by tapping into the power of branded content - both you and your potential customers will be happier for it. 


Do you have general questions about digital marketing or branded content? We’re happy to answer those too - don’t hesitate to get in touch with us by scheduling a consultation!