Branded content in marketing is content produced or funded by a company that seeks to promote its brand. The content is intended to build awareness and promote a brand by associating it with content that shares its values or promotes some aspect of the brand. This type of content is usually not a specific promotion for the brand or its products or services, although it may discuss these, rather it is a method of raising awareness of a brand’s values and mission.
Unlike other forms of content, content for a brand is generally funded the company and produced at their instigation rather than being created by independent creators. Branded content has appeared in online content, video games, advertorials and other mediums. Modern branded marketing strategies are aimed at building awareness and to counter the decreasing attention consumers pay to traditional forms of marketing such as commercials or low-quality advertorials.