Advantages and disadvantages of Branded Content for brands

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• It is not invasive . Conventional digital advertising, with methods such as banners that make navigation difficult, is increasingly generating rejection among users. On the other hand, Branded content seeks to attract them naturally and make them want to approach our brand.

• Generates an emotional connection with the brand . The best branded content is able to tell stories that excite the audience. This emotion will be associated with our brand, making users remember it for a long time.

• It has great viral potential . Branded content is presented in shareable formats and is highly engaging for the audience. This often leads to the content being shared across social media. It can quickly generate a “snowball” effect that can go a long way.

• Improves brand positioning . Instead of simply repeating a slogan, this type cpa email marketing database of content tells a story that represents the values ​​we want to associate with the brand. In this way, the positive associations and characteristics associated with our brand are recorded in the audience's mind.

• Generates engagement and loyalty . Branded content is not just meant to be passively consumed, as is the case with traditional ads, but also wants to provoke responses in users. Therefore, the audience engages with the brand on a much deeper level and eventually integrates it as part of their customer identity.

• It can help drive traffic and leads . Although it is more associated with awareness and brand metrics, a good branded content campaign can also serve to attract a large amount of traffic to our website and begin to introduce users into the conversion funnel.

Examples of successful Branded Content
Red Bull



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This energy drink brand is surely one of the best examples of branded content. Today, most of its marketing is focused on creating stories that promote the brand's values, such as sport and love of risk.

Without a doubt, the most famous example of Red Bull's action is Felix Baumgartner's jump from the stratosphere, at 38,969 metres high. The brand provided all the technical means to carry out the feat, which was a world record and managed to keep half the planet in suspense for days.

Victoria Secret



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This American lingerie brand is a great example of how to use events to generate branded content.

Every year, the famous Victoria's Secret Angels fashion show generates great expectations. It has become a popular culture phenomenon in the United States, and the media will be telling us for months who the chosen models will be, who will perform at the gala and the details of the clothes. Thanks to their brand, they have achieved great notoriety and become unmistakable.

Co-branding
Co-branding is a marketing strategy that involves a strategic alliance of multiple brands used together on a single product or service.

Or associates a product with another brand other than the main brand. The most typical co-branding involves two or more companies acting in cooperation to associate various logos, color ranges or brand identifiers to a specific product contractually designated for this purpose. The goal is to combine the strengths of two or more brands, in order to increase premium consumers or those willing to pay more. Another goal is to make the product or service more difficult to plagiarize by manufacturers, or to combine the different and more prominent properties in a single product.

Digital co-branding

Digital co-branding is a digital marketing strategy that follows the basic principles of co-branding, but aligns the advertiser’s brand with the digital publisher that has the same target audience. The publishing platform would have to give up some editorial control in order to activate the advertiser’s branded content. Travel websites are a very clear example of this type of co-branding. They involve their users in all processes during the booking process. For example, a weather information website could display its ad on the website of ski resorts. If the co-branded ad displayed is relevant and engaging, it is more effective than a regular internet ad and fulfills its objective as it helps the advertiser connect and interact with more consumers.

Cobranding can work even better if programmatic buying is incorporated into the strategy to make campaigns more efficient and effective on digital media/channels.