Branded Content: what it is and its role in the new SEO

Even though it's very often confused with link building or advertising, Branded Content is nothing more than a way of doing marketing by creating content that connects emotionally with your audience, without being focused on selling your products or services.

/ What branded content is

It's about telling stories, conveying values and building a relationship with the consumer based on something more than the product itself. The key is generating a real, authentic connection (not a forced one), because ultimately, trust and credibility are what make your brand stand out.

In today's world, where brand perception is essential for search engines —with generative AI or without it— to keep us present in their results, well-executed Branded Content strategies will not only help improve that visibility, they'll also help you stay top of mind for your potential customers.

/ The difference between branded content and link building

You're probably tired of hearing what link building is, but in this context, where I want you to see the difference with branded content, it's vital that you're clear that link building aims to get links. You can get these links in many ways. For example, a good digital PR strategy can get you organic links, so even if your goal was the link, the technique would be digital PR. Something similar happens with branded content. I've been doing branded content for many years, with everything that entails and that I've explained above, but among the effects I was after was trying to get links and mentions.

This might seem contradictory, but it isn't.

When you do pure link building —which is what most professionals tend to do— you look for sites that pass you authority through a dofollow link with as high a DR as possible. When you do branded content, your approach to thinking about which outlets you want to appear in is, first and foremost, not based on that mathematical authority score or the link itself, but on whether your brand message can have a positive impact on that outlet's audience.

/ Focus on your message. Not the product, not the anchor text

I stopped thinking about anchor text a long time ago. In case you don't already know, that's the text you click on in a link. It could be "Click here" or "Buy this bike". The point is, when you do branded content you can't focus on your products or services. You have to find an interesting "conversation" that, of course, ties back to the message you want people to take away about your brand. That's why it's essential to have that message clearly defined, because your whole strategy needs to align with it.

/ Branded content formats

Here's something interesting to know about branded content: the formats you can use aren't limited to blog posts or magazine articles. You can use video, influencer collaborations, podcast appearances, or any other format that lets you connect emotionally with your audience.

If you want ideas for your own branded content strategy, look at campaigns from brands like Nike, Red Bull, LEGO, ING, Coca-Cola, BMW, San Miguel or Mahou, among others, and see how they weave storytelling, values and entertainment into their content. This should help you spot patterns and approaches you can adapt for your own brand. Don't think "sure, easy for them, with the budget they have": that's another myth. You don't need a big budget to do good branded content; obviously the reach tends to be bigger when there's more budget behind it, but within your own means, landing a big idea isn't a matter of money — it's a matter of creativity and giving branded content the importance it deserves.

You can do it:

• Narrative-driven. Creating stories that reflect your brand's values.
• Educational. Offering tutorials, guides or informative content related to your industry, like I'm doing right now in this article.
• Interactive. Building experiences where the user actively takes part.
• Entertaining. Creating fun, engaging content.
• Collaborative. Involving influencers, employees or even customers in creating the content.

But don't forget that your best inspiration will come from your own audience. Listen to them, look at comments, frequently asked questions and topics that spark conversation on your social media or forums.

/ Lastly, remember: branded content isn't promotional

Your very human mind has probably already started thinking about how to "disguise" promotional content so it looks like branded content. Don't!

Flip that idea around and think that there's no better way to promote yourself than walking through the front door of your customer's mind. That's the goal of branded content. On top of that, it improves rankings and brand perception. Don't forget that perception will be key to visibility in search engines with generative AI.