Branding trends 2018: branded content marketing

Content marketing

Content has the power to facilitate trust between businesses and customers, creating stronger connections with more than just loyal followers, but a dedicated team of supporters. It’s about finding content that is meaningful to the consumer.

The Content Marketing Institute defines content marketing as: “a marketing technique of creating/curating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Branded content marketing

Branded content marketing, like content marketing, attempts to tell a story that consumers can then associate with a brand. But whereas content marketing is focused more on a process that is useful to a consumer that uses their product, branded content marketing tells an emotive story, using straightforward editorial, and then associates it with a brand. However, it is often mishandled, as it is used as excuse for product placement.

Without doubt, branded content marketing has become the buzzword of late, and we’ll be seeing more and more in the near future.

Want to hear more about the power of branded content marketing and branding in general? Check out our 2018 Trend Report to learn more.

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