Branded Content

Branded content is a type of marketing content that is created by or in partnership with a brand, but unlike traditional advertising, it focuses on storytelling, entertainment, or educational value rather than directly promoting a product or service.

The goal of branded content is to build emotional connections with audiences by aligning the brand with content they enjoy or find useful. It’s designed to increase brand awareness, loyalty, and trust — without feeling like a sales pitch.

Key features of branded content

Branded content typically:

• Tells a story or shares a message that aligns with the brand’s values or mission.
• Engages the audience emotionally through entertaining, inspirational, or informative narratives.
• Subtly includes the brand rather than promoting a specific product or offer.
• Feels more like content than advertising, which makes it more appealing and less intrusive to viewers.

It can take many forms, including:

• Videos and short films
• Podcasts
• Articles or blog posts
• Social media campaigns
• Documentaries
• Interactive web experiences

Examples of branded content

• Coca-Cola's “Share a Coke” campaign – Personalized labels encouraged people to connect and share, reinforcing Coca-Cola’s brand identity of happiness and togetherness.
• Red Bull’s extreme sports videos – Red Bull sponsors and produces thrilling content that aligns with its energetic, adventurous brand — without focusing on the drink itself.
• Lego’s “The Lego Movie” – An animated film that serves as entertainment but also reinforces the joy and creativity associated with the Lego brand.

Branded content vs. traditional advertising

SEO benefits of branded content

While branded content isn’t created solely for SEO, it can have indirect benefits:

• Generates backlinks when people share or reference the content.
• Improves brand visibility in organic search results through high-quality, shareable content.
• Increases time on site and engagement — positive user signals that can impact rankings.
• Drives social shares and helps build authority in your niche.

Best practices for branded content

• Understand your audience – Know what they care about and what type of content they engage with.
• Tell authentic stories – Don’t just push a message; create something meaningful or entertaining.
• Maintain a light brand touch – Avoid making the content feel like an ad.
• Use high production quality – Branded content should look and feel professional.

In summary, branded content is a powerful way to connect with audiences through storytelling and value-driven experiences. When done well, it builds trust and strengthens brand identity without needing to make a direct sales pitch.