{"id":83961,"date":"2025-02-18T16:26:30","date_gmt":"2025-02-18T16:26:30","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/branded-content\/"},"modified":"2025-02-18T16:26:33","modified_gmt":"2025-02-18T16:26:33","slug":"branded-content","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/branded-content\/","title":{"rendered":"Branded Content"},"content":{"rendered":"\n<p><strong>Branded content is a marketing strategy that consists of creating relevant and valuable content for the audience, focusing on the emotions and values of the brand, rather than on its products or services. <\/strong><\/p>\n\n<p>Unlike traditional advertising, the goal of <strong>branded content is not to sell directly.<\/strong> <\/p>\n\n<p>Instead, its aim is to <strong>entertain, inspire or educate, leaving a positive<\/strong> and lasting <strong>impression<\/strong> on consumers <strong>.<\/strong><\/p>\n\n<p>For example, imagine a <strong>short film produced by a sportswear brand<\/strong> that tells an athlete&#8217;s story of overcoming adversity. <\/p>\n\n<p><strong>Although the brand&#8217;s products may appear in subtle ways, the focus is on the story<\/strong>, not the items themselves.<\/p>\n\n<h2 class=\"wp-block-heading\">Main features of branded content<\/h2>\n\n<p>For content to be considered branded content, it must comply with certain criteria:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Emotional relevance:<\/strong> the content must resonate with the audience on an <strong>emotional level<\/strong>. This can be done through moving stories, humor or relevant issues for their day.<\/li>\n\n\n\n<li><strong>Focus on values: <\/strong>more than highlighting product features, <strong>branded content can be used to promote brand values<\/strong>. This reinforces identity and generates affinity with consumers.<\/li>\n\n\n\n<li><strong>Strategic distribution: <\/strong>although the content itself is key, knowing where and how to distribute it is just as important. This is where platforms such as social media, blogs and even <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing strategies<\/a> come into play to reach the right audience.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Advantages of branded content<\/h2>\n\n<p>Investing in branded content can offer multiple advantages to your marketing strategy:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Deep connection with the audience<\/strong>: by focusing on emotions and values, <strong>branded content creates a stronger<\/strong> and <strong>more<\/strong> lasting <strong>bond<\/strong> with consumers.<\/li>\n\n\n\n<li><strong>Increase brand recognition:<\/strong> this type of content is often more memorable than traditional ads, which helps <strong>your brand stay in<\/strong> people&#8217;s minds.<\/li>\n\n\n\n<li><strong>Better brand perception:<\/strong> companies that use branded content tend to be seen as <strong>more authentic and committed<\/strong> to their customers.<\/li>\n\n\n\n<li><strong>Generation of viral content: <\/strong> When the content is exciting or entertaining, it has more possibilities of being shared, which amplifies its ornic scope.<\/li>\n\n\n\n<li><strong>Perfect complement to email marketing:<\/strong> sending branded content through <a href=\"https:\/\/mailrelay.com\/en\/glossary\/free-newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">newsletters<\/a> can be an excellent way to build subscriber loyalty and keep them interested in what you offer.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Branded content vs traditional advertising<\/h2>\n\n<p>Although both seek to promote a brand, branded content and traditional advertising have fundamental differences:<\/p>\n\n<p><strong>Branded Content<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Create value for the audience<\/li>\n\n\n\n<li>It is based on emotions and narratives<\/li>\n\n\n\n<li>It doesn&#8217;t interrupt the user<\/li>\n\n\n\n<li>It can be used to build relationships<\/li>\n<\/ul>\n\n<p><strong>Traditional advertising<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>It is focused on the product or service<\/li>\n\n\n\n<li>It is focused on advantages and characteristics<\/li>\n\n\n\n<li>It can be considered invasive<\/li>\n\n\n\n<li>It can be used to get immediate conversions<\/li>\n<\/ul>\n\n<p>A good example of <strong>branded content is a Coca-Cola campaign highlighting inspirational human stories<\/strong>, whereas traditional advertising would be an ad highlighting price offers on its products.<\/p>\n\n<h2 class=\"wp-block-heading\">Real examples of branded content<\/h2>\n\n<p>To better understand the concept, let&#8217;s review some success stories:<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 The Lego Movie <\/h3>\n\n<p>Do you know that this popular movie is an example of branded content? <\/p>\n\n<p>While it entertains like any other movie, it also <strong>reinforces the values of creativity and imagination associated with the Lego brand.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Nike and their athlete stories <\/h3>\n\n<p>Nike constantly produces documentaries and videos that tell stories of inspiring athletes. <\/p>\n\n<p>The objective of these contents is not to sell shoes, but connect with the audience through values such as perseverance and effort.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 <a href=\"https:\/\/mailrelay.com\/en\/glossary\/mailchimp\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mailchimp<\/a> Presents <\/h3>\n\n<p>This is a great example of branded content in marketing. <\/p>\n\n<p>The <a href=\"https:\/\/mailrelay.com\/es\/glosario\/plataforma-de-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing platform<\/a> launched a series of documentaries and podcasts aimed at entrepreneurs, without focusing directly on its services, but rather on providing relevant content for its target audience.<\/p>\n\n<h2 class=\"wp-block-heading\">How to incorporate branded content into your strategy<\/h2>\n\n<p>If you want to implement branded content in your strategy, here you have some steps you can follow:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Define your brand values: <\/strong> Before creating content, make sure you reflect the central values of your company.<\/li>\n\n\n\n<li><strong>Know your audience<\/strong>: understand what type of content they are interested in and what platforms they prefer to use.<\/li>\n\n\n\n<li><strong>Tell authentic stories:<\/strong> storytelling is the basis of branded content. Try to create narratives that excite and connect.<\/li>\n\n\n\n<li><strong>Take advantage of <a href=\"https:\/\/mailrelay.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a>:<\/strong>use your email campaigns to distribute your branded content. For example, you can send a monthly newsletter with relevant stories or inspiring videos that reinforce your brand.<\/li>\n\n\n\n<li><strong>Measure your results: <\/strong> although the main objective is not to sell, it is important to analyze methods such as engagement, scope and interactions to adjust your strategy.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Branded content and email marketing: The ideal combination<\/h2>\n\n<p>Branded content complements perfectly with email marketing. <\/p>\n\n<p><strong>While the former focuses on creating valuable content, the latter is in charge of distributing it effectively.<\/strong><\/p>\n\n<p>For example, if your brand has produced an inspiring video or an educational article, you can include it in your next mail campaign. <\/p>\n\n<p>This will not only keep your subscribers engaged, but also reinforce the emotional connection with them. <\/p>\n\n<p>Platforms such as <a href=\"https:\/\/mailrelay.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mailrelay<\/a> are ideal for managing these strategies, as they offer advanced tools to customize and analyze your campaigns.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p>Branded content is a powerful tool to strengthen your brand and build authentic relationships with your audience. <\/p>\n\n<p>Its focus on emotions, values and narratives makes it stand out from traditional advertising. <\/p>\n\n<p>In addition, combined with strategies such as email marketing, it can help you achieve exceptional results.<\/p>\n","protected":false},"template":"","class_list":["post-83961","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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