The 2015 Global Edition of BOBCM is being supported by the IPA, ISBA, Marketing Society, PRCA, IAB UK, APA and Branded Content Marketing Association (BCMA), and to help shape what we feature and why we have been asking industry experts from around the globe the questions below for a new report, and you can see their reponses to date here.
What is branded content, and how is it is different from branded entertainment, content marketing and other related approaches like native advertising?
And more specifically,
What is the problem that content-based marketing approaches solve for business, and is this different from advertising?
For me, branded content is the over-arching term for all content (video, audio, print, social) that has been created with a brand at its heart. It has generally been part- or completely-funded by a brand.
Branded entertainment is perhaps the noisiest player in the branded content universe. Great branded entertainment is about creating the kind of entertaining content that an audience would want to watch, engage with, talk about and share, regardless of whether or not it has been funded by a brand. The brand integration in this type of content can be manifold, including editorial integration but also covering product placement, extensions on different platforms, live events, on-pack, etc. It has the possibility to be truly 360. FremantleMedia’s X-Factor is a great case study – an entertainment Superbrand in its own right, it attracts multiple brands to each episode and they all play different roles on TV, online, on YouTube, at live events, on-pack, in-store and so on.
Content marketing is a the less lively sibling of branded entertainment. It generally has fewer dimensions and less emotional engagement.
Native advertising is in fact obvious advertising and has very little purpose apart from pushing the brand’s messages out to its audiences.
Content creates an emotional engagement between the brand and the audience. It can reach new audiences who are not specifically in the market for the brand’s product and lead them into a purchase funnel by cleverly guiding them from general entertainment to a sales-focussed action.