Branded content is content that is associated with a specific brand but does not involve traditional advertising. This content can be an article, video, podcast or any other form that is relevant to the consumer. Rather than selling a particular product or service, it is intended to create a connection with the consumer and to communicate certain intangible ideas about the brand, such as its values and the type of consumer it appeals to.

The content is usually in the form of a narrative or story that is intended to engage the consumer and evoke an emotional response. Its aim is less to make a sale than to start a conversation and is intended to be less invasive than traditional advertising techniques. Its aim, rather, is to build trust in the consumer through its attitude and values and, done correctly, can be a powerful marketing technique building lifelong connections with consumers.