Branded content
Branded content is content driven by a brand that is of interest in its own right and expresses the brand's world or values
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can take editorial or audiovisual formats, or the form of experiences. Its contribution should be relevant to the audience and the commercial relationship should be transparent. Not all content a brand publishes is branded content: a product sheet serves a different purpose.
Topics
Variants and linked concepts
- Branded content specialist. Specialist branded content work combines editorial proposals, production and coordination with brand strategy.