Content marketing is a thorny issue that covers a host of different online marketing activities.
‘Branded Content’ is often scripted entertainment that a brand pays for the production of. It is a way of indirectly marketing, often via the ‘sponsored by’ approach, to an audience who watch the content because they enjoy it, not necessarily because of the brand association (think Coronation Street and meerkats).
‘Content marketing’ is content produced by a company that is directly about a product or service, but not campaign specific. This can vary hugely from behind-the-scenes of photo or film shoots to films exploring how a product is made to launch events for cars or music albums. And quite a bit in between.
Before our Future Sun Films days, we spent many years working in ad agencies and production companies making content for DVD, web, and TV, from launch campaigns for Mercedes-Benz and Ford to behind-the-scenes films for Shell, to countless music promos.
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