In online marketing, branded content refers to written content whose production was financed by an advertising company or web publisher. Unlike product placement and advertising, branded content tends to be more direct and more profitable since it’s created directly by its brand. Unlike advertising placements, which are more strategic and spread out, this kind of content is created more for the business. Branded content can be in articles, blogs, press releases, videos, audio, images, or even just text. For the latter, search engine optimization (SEO) will need to be employed to gain visibility in the SERPs, while for the former, Google SEO will be enough.

As an essential part of branding, high-quality, branded content complements traditional advertising techniques and strategies. Social media helps businesses spread the word about their existence and build relationships with potential customers and clients. Conventional advertising techniques and strategies still have their place in the marketing mix; however, they provide businesses with more direct and tangible ways to communicate with prospects, clients, and customers. Branding in social media platforms such as Facebook, Twitter, MySpace, and LinkedIn allows a business to engage in more personal interaction with prospective customers and clients.