Branded content and its importance in Sponsorship Marketing

Branded content and its importance in Sponsorship Marketing Branded content has long been very hard to define especially as the definition is very elastic, meaning different things to different people. In a nutshell, it is the technique used by brands to... More

Branded content and its importance
in Sponsorship Marketing
Branded content has long been very hard to define especially as the definition is very
elastic, meaning different things to different people.
In a nutshell, it is the technique
used by brands to create a direct relationship with a form of entertainment by
commissioning creative content, enabling a brand to establish itself through a new
more subtle context.

How does it work?
Think of it as sponsorship+ as, although it carries the same benefits as sponsorship, it
also allows brands to play a much more central part in the project, tailoring content to
fit its message and reflecting the brands personality.
This content can then be taken
and used in PR, direct mail, or in POS marketing.

In terms of its effectiveness, like any marketing strategy, most brands will seek a
return on their investment be that in the form of media value, brand awareness or
sales.
In this vein, The Branded Content Marketing Association (BCMA) recentl Less