Businesses face an interesting mix of marketing challenges. They need to build authentic connections with people overwhelmed by a sea of quickly created ads and AI content. But they also need to be discovered and trusted by the AI platforms buyers increasingly turn to for recommendations.
Branded content is uniquely positioned to solve both.
It’s built on storytelling and engaging content that generates positive, long-lasting impressions of your business. It uses advanced targeting strategies to reach the right people early in their decision process. It’s also read by AI systems, so when someone searches for a solution you provide, your business is at the top of the list.
But there’s some misunderstanding about what branded content is and how it works.
This guide explains branded content from definition and benefits to application and examples. It also offers practical ideas you can apply to your business (no matter how big it is).
Content
- What is branded content?
- What makes branded content a powerful marketing strategy?
- Types of branded content
- How to create a branded content strategy
- Branded content examples
- More branded content ideas for local businesses
- Branded content tips
What is branded content?
Branded content is a type of marketing strategy in which a business creates or funds content that tells a story, educates and entertains an audience, and builds positive brand awareness. While the brand remains an important part of the content, it’s less of a direct sales pitch than most ads.
What differentiates branded content from other types of marketing is that it’s often used in paid placements like an ad, but it matches the style and tone of the surrounding content to create a more seamless and organic experience for the audience.
Here’s a great example. A business worked with a local publication to share personal stories from its employees as a recruitment tool.
The content read like any other article in the publication, which helped give it credibility with readers.
“At its core, branded content is content that a brand creates for an audience,” said Steve Pearson, VP, GET Creative and Content Operations at USA TODAY Co. “We think about it as taking the type of storytelling people already expect from a publisher and using that format to help an advertiser tell its story in a way that feels native to the environment.”
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How branded content works
Branded content works through a partnership between a brand and a publisher, creator, or platform. The brand funds content that fits naturally into that outlet’s style. Instead of interrupting readers with an ad, the content earns their attention by informing or entertaining them first, with the brand connection built in.
Branded content blends the targeting and tracking capabilities of paid advertising with the credibility and value focus of content marketing.
“Ultimately, branded content is about building preference and perception,” Steve said. “It gives brands more room to educate, answer questions, and tell a meaningful story than they might have in a traditional 30-second ad or lower-funnel tactic.”
Branded content vs. content marketing
Both branded content and content marketing aim to engage an audience in a memorable, authentic way. But there are differences in brand positioning and distribution channels.
In branded content, the brand, its values, and mission are included in the story to create an emotional connection with the audience. The brand pays a distributor, platform, or creator to distribute the content on their turf, benefiting from that outlet’s audience and credibility.
Content marketing is often less brand-focused. It provides education and entertainment to build trust over the long term. It’s typically published on owned channels like the business’s website, newsletter, and social media accounts.
Here’s a side-by-side comparison from a local foot and ankle healthcare provider.
On the left is a piece of branded content published alongside other trust content in a local news outlet. It gains reach with new audiences and builds quick credibility. On the right is a content marketing blog post the provider published on their own blog. It strengthens the relationship and helps move potential clients further through their decision process.
Branded content vs. sponsored content vs. native advertising
There’s a lot of overlap here. And the exact separation can shift depending on who you ask. But here’s a good way to think of each:
- Branded content: The umbrella term covering any content a brand pays to create or sponsor that prioritizes storytelling or value over a direct sales pitch.
- Sponsored content: A type of branded content where a brand pays to have its name, product, or message attached to content that’s otherwise created by a publisher or creator, like a sponsored newsletter section or a paid Instagram post.
- Native advertising: Branded content designed to match the look and feel of the platform it runs on so closely that it blends in with the regular content around it, like a “sponsored” article styled just like a news site’s own reporting.
What makes branded content a powerful marketing strategy?
Is branded content a good fit for your marketing strategy? Here are a few ways it helps businesses grow.
Builds brand awareness and affinity
Branded content gets your business in front of people who wouldn’t otherwise see it, simply because it shows up somewhere they’re already spending time. A branded article on a site they read or a video from a creator they follow puts your brand into their day in a low-pressure way that builds recognition.
But it generates more than just basic awareness.
Unique, interesting, and creative content creates a positive association with your brand. It lets you showcase what makes your business different in a context that feels very relevant to your customers.
“Those can be incredibly powerful trust-building stories, but they’re also stories those organizations may struggle to amplify if they’re relying exclusively on earned media,” Steve said.
In short, awareness gets you on the list. Affinity gets you picked from it when someone’s ready to buy. Branded content delivers both.
Generates new demand
AI search platforms have stepped in to influence buyers before they make it to your website. That makes getting in front of prospects earlier in their decision process really important.
Contextually targeted branded content is an excellent way to introduce your business to people who may have a need but haven’t begun looking for a solution.
Say a busy parent in Michigan is reading about ways to help their child excel in the classroom. They see a piece of branded content introducing the idea of online schools sponsored by the online learning resource K12.
Before they’ve ever entered “online schools” into a search bar, the parent has a solution in mind that will be at the top of their decision list.
“Brands are competing with an incredibly noisy news cycle and an endless amount of information,” Steve said. Branded content gives them a way to tell a deeper story within a trusted publisher environment.”
Impacts the entire buying process
With meaningful storytelling and the right placement, branded content has the ability to move someone from “never heard of you” to “ready to buy.”
At the top of the decision-making process, branded content extends your reach to new audiences in trusted places. Similar to display ads, you can get in front of buyers who share characteristics with your best customers, but who haven’t engaged with your business yet.
Education is the key to moving a new lead through their decision process. Branded content works really well here, since it gives the space to share the “what, where, when, and why” of what you do in a way that resonates with your target audience.
When combined with a lead-generating landing page, a call-to-action link in your branded content can quickly turn a newly interested shopper into a likely buyer.
Boosts SEO and AI visibility
Branded content is readable by both traditional search engine algorithms and AI platforms. That means your stories can help you appear in AI answers and search rankings.
In fact, it’s an important part of your branded content strategy, which we’ll detail in a bit. You can build your content around how buyers search and increase the chances your business gets mentioned.
Branded content helps you teach AI that you’re the right business to recommend for buyers’ more detailed searches.
“I think that becomes even more interesting as AI increasingly sits between brands and consumers,” Steve said. “If an LLM is helping someone research a topic or make a decision, you want there to be substantive, credible information available beyond what the brand says about itself on its own website. Branded content can help create that broader footprint of information and context around a brand.”
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Types of branded content
There are several types of branded content, making it a versatile option that can fit into any marketing channel and budget.
Long-form articles
A long-form article is a written piece that tells a story or teaches something useful instead of pitching a product.
These give you room to show real expertise, and they work well for SEO and AI visibility, since search engines and AI tools favor detailed, well-organized content. They’re also simple to produce and distribute.
Articles are a strong fit for print publications, digital outlets, and industry blogs.
“We do a lot of storytelling around the work brands and their foundations are doing behind the scenes, for example,” Steve explained. “Those can be incredibly powerful trust-building stories, but they’re also stories those organizations may struggle to amplify if they’re relying exclusively on earned media.”
Videos
A branded video is any video content, from a short social clip to a mini-documentary, that places your brand in the context of the story it tells.
Videos are highly engaging, and they grab attention fast. That makes them great for building brand recall.
Probiotic milk maker Yakult produced this story-driven video to celebrate the beauty of a long, healthy life.
This format performs especially well on social media, YouTube, and streaming platforms, but can also be used in digital publications.
Podcasts
A branded podcast is an audio series a business sponsors or produces, often built around a topic its audience already cares about rather than the business itself.
Food delivery service Blue Apron produced an informational podcast about the typical American diet.
These build a closer, more personal connection since people are inviting your brand into their commute, workout, or downtime. I
Branded podcasts are best suited for streaming audio platforms and podcast apps, where listeners already expect a longer, more relaxed format. But you can pull snippets from them and repurpose them on other channels like social media.
Interactive branded content
Interactive branded content includes things an audience can interact with, like a quiz, calculator, or poll.
This type is a great option for boosting engagement and time spent with your brand, since people actively participate rather than passively scroll past.
Try interactive branded content on websites, landing pages, and social platforms that support interactive formats, like Instagram Stories.
Infographics
An infographic turns data or a step-by-step process into a single, easy-to-scan visual, using charts, icons, and short text instead of long paragraphs.
It makes complex or number-heavy information quick to digest and easy to share, which helps speed understanding.
Infographics do well on social media, in articles, and in digital and print publications where a quick visual diverts attention.
How to create a branded content strategy
Every branded content campaign will be unique. But there are common steps you’ll take to launch them. Use these as the framework of your strategy.
- Identify your goals: Decide what you want branded content to do for you, whether that’s building awareness, generating leads, or supporting a launch, so you can measure success against the right benchmark.
- Refine your target audience: Get specific about who you’re trying to reach, since a clear audience shapes everything from your story to the platform you choose.
- Find your story and tone: Build content around what’s genuinely useful or interesting to your audience and include your brand and solutions organically.
From silly to serious, your tone should match your topic, brand, and the publication where it’s positioned.
- Choose the right media channels: Match your content format and message to where your audience already spends their time, whether that’s a publication, social platform, or podcast app.
- Pick your partners: Decide whether you’ll create content in-house, work with influencers who already have your audience’s trust, or partner with a team like GET Creative and the USA TODAY Network, which brings both a highly trusted outlet and the content creation under one roof.
- Track results: Measure against the goals you set at the start. Most publication partners will be able to provide audience and action results.
Branded content examples
Let’s take a look at how a few businesses used branded content in a variety of formats to find new customers.
Schell Brothers’ educational content series
Building a home is a huge investment, both financially and emotionally. Having the right information is critical to making the best decision and calming some of those nerves.
Schell Brothers published a series of clever educational articles that gave readers a little insider knowledge on the home buying process. They also allowed for an organic way to highlight the ways the builder stands out from its competition.
This is an easy strategy to template for your business. Pick the topics your customers “wish they knew before buying” and create content to discuss them. The key here is making sure you’re working with a publishing partner that can target high-intent buyers so your distribution budget gets spent wisely.
Bamboo HR’s Murder in HR podcast
Branded content doesn’t always have to be serious and studious. Sometimes something fun is the best way to connect with a niche audience.
That’s the route Bamboo HR took with its Murder in HR podcast.
The scripted show follows a rising HR manager turned unlikely detective in a way that will be specifically captivating to Bamboo HR’s audience.
You may not have the budget to hire actors like Kate Mara. But if you’re a CPA or physical therapist, you can partner with a local podcaster to produce a fun and helpful show about personal taxes or preparing for a 5k.
Parrish Healthcare’s exercise quiz
Quizzes are a fantastic type of branded content because they generate engagement by nature. This is especially true when the questions help people learn something about themselves.
Parrish Hospital leaned into this idea with its quiz on exercise needs.
Readers were asked a series of four questions to test their exercise knowledge. When they tapped an option, the answer showed next to the question.
Use this example to get people more invested in educational content. When they have to take an action, like picking from a multiple-choice list, they’ll be more focused on the information you’re sharing.
More branded content ideas for local businesses
When you see a big brand publish a multi-season podcast, it may feel like branded content is only for the deepest of marketing pockets. But there are many very accessible opportunities for businesses of any size to get all the benefits it delivers.
Here are eight branded content ideas local businesses can use that show the flexibility of this strategy:
- Trade school or community college: Produce a short video series following one student through their first semester, showing prospective students what the experience actually looks like.
- Preschool: Create a “kindergarten readiness checklist” parents can download, positioning the school as a resource before enrollment even comes up.
- Financial advisor: Build an interactive retirement savings calculator that shows visitors where they stand and what to do next.
- Personal injury attorney: Publish a quiz that helps people figure out if they have a case, so it earns attention instead of asking for a consult upfront.
- Yoga studio: Produce a video series of simple stretches for people who sit at a desk all day that’s geotargeted for a local, professional audience on a national news website.
- Physical therapy clinic: Create an infographic showing typical recovery timelines for common injuries, like a sprained ankle or a torn rotator cuff.
- Car dealership or repair shop: Publish a “buy new or keep repairing” quiz that walks owners through the real cost trade-offs.
- Plumber or electrician: Produce a seasonal home maintenance checklist video, covering the small jobs homeowners can do themselves and the signs it’s time to call a pro.
Once you have your idea, partner with an outlet—like a local news website or relevant periodical—to show your content in a relevant context targeting an audience that would benefit most.
Branded content tips
Regardless of the type, channel, or goal of your branded content, it should include a few foundational elements.
Show your brand personality
One of branded content’s greatest superpowers is standing out on a noisy screen or page. You have a much greater chance of doing it when the content you share bears your unique tone and personality.
If you’re selling fun, a little wordplay and alliteration are in order.
Eye-catching images, wordplay in your titles, and video thumbnails that capture the vibe of your business and message are critical for a successful branded content campaign.
“The best branded content captures attention,” Steve said. “That sounds simple, but what I find interesting and what you find interesting may be completely different, so we’re constantly thinking about what will resonate with the audience we’re trying to reach.”
Lead with value
There’s an important line to straddle with branded content. Your business should be an integral part of the story. But an overt sales pitch can throttle your hopes of building authentic connections with your audience.
The solution is to make sure the content itself delivers a value your target audience will appreciate. Ask: “Can a reader or viewer walk away with something valuable if they only interact with this one piece of content?” If so, then it’ll stand out and create a lasting impression.
Lead with value in your branded content.
“So there’s a balancing act,” Steve said. “The audience has to get something valuable enough to justify spending time with the content, while the brand needs to accomplish a real communication objective. When those two things align, that’s usually where the best work happens.”
Once you’ve established a stand-alone benefit, then you can offer ways, like links and calls to action, to deepen the engagement.
Consider SEO and GEO
We mentioned that traditional and AI search platforms can crawl branded content. You can help those systems understand and trust your content.
First off, include keywords your customers will use to search. That’s not necessarily so your branded content ranks on Google. It’s because AI platforms learn about your business from all over the internet. Those off-site signals help it associate your website with those concepts.
Next, create with SEO and GEO (generative engine optimization) in mind. That means answering common questions completely and concisely, and including trust signals like personal experience and accredited titles in your content where applicable.
Read more about what Google says its AI looks for when recommending websites.
Use branded content to generate more clicks, consideration, and conversions
Branded content isn’t new, but it is more useful than ever. Audience-first, engaging content captures attention and supports discovery across emerging AI-powered search experiences.
All of that makes it a successful strategy across your marketing funnel. Whether you’re building awareness for a new location or driving leads for your most-popular service, branded content can support your efforts.
If you’d like to get started with branded content, reach out. With more than 126 million average monthly unique visitors across the USA TODAY Network and our highly skilled, award-winning in-house team of content professionals, we bring the audience and expertise to deliver results.
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