"People don’t like being sold to. It’s a discomforting experience, so the challenge for content marketers is to make sure the entertainment value of the content outweighs the discomfort",
Mike Clear, ZenithOptimedia Group.
Jan Godsk from the BCMA explains the differences between branded and content marketing (Jeremy Taylor, Our Social Times, 2014):
- Branded content marketing campaigns are often associated with entertainment-type content, such as creative video advertising. The aim is to resonate with the consumer on an emotional level rather than focusing on the actual product and USPs.
- Content marketing campaigns are more focused on the product or service and the content is usually more rational and informative. This takes place further down the customer decision journey and, unlike branded content, ROI is more about lead-generation and sales than building a positive image of the brandThe term branded content itself, however, really took hold as a labeled marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs.
“Consumers are open to branded content, but marketers must make sure that they have a plan to distribute this content on the right platforms so the right audience finds it", .Kathy Kayse, VP of sales strategy and solutions at Yahoo (Natasha D. Smith, DMN, 2016).
"Branded content is the practicing of investing in compelling content, whether to inform or entertain, that as a result is able to create an immersive experience for the consumer", Chris Rooke, SVP of strategy and operations at native advertising platform Nativo (Natasha D. Smith, DMN, 2016).
The term branded content itself, however, really took hold as a labeled marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs. It featured a series of short films by Hollywood "A-List" directors, but featuring the BMW car in the film was the true intent of the production. The popularity of these films spurred other marketers to create films, music, games, interactive content and real-life events, which merely exists to entertain and educate the consumer, keeping their attention long enough to market a product or service.In 2003, the Branded Content Marketing Association (BCMA) was formed in order to promote branded content to a wider, international audience.