Branded content as a paid promotion tactic holds power and possibility for content marketers. It grabs consumer attention and showcases the brand’s value without appearing overly pitchy or promotional.
Its non-salesy appearance combined with the capacity to deliver deeply immersive stories, both entertaining and educational, branded content may be the best vehicle to bridge the gap between awareness and ongoing affinity.
Branded content also has given rise to a new business model that eases publishers’ reliance on revenue from traditional advertising with the addition of internal creative agencies to execute these feature-rich, customized paid campaigns (more on that point later).
