What is Branded Content?

Branded content is any form of advertising that uses “content” to support, represent or promote a product or service.  It’s indirect marketing that engages, educates, and entertains. The key is grabbing the attention of today’s consumer and driving real engagement through story-driven content.


What is Branded Content with Purpose?

A tissue is more than just a tissue in the hands of a returning veteran and a cup of coffee is more meaningful when it’s an extension of true compassion.  Forward-thinking companies are beginning to understand the power of aligning their brand with these stories.

At beard & bowler, we specialize in Branded Content with Purpose.  We have spent our time vetting, collecting, and collaborating with professional men, women, and non-profits (heroes) who are selflessly making the world a better place.  We concentrate on creating digital content that connects businesses and brands with our heroes.

While a heartstrings piece is momentarily powerful, True brand loyalty is built on the foundation of businesses that are committed to real change.  Consumers want to know that their money is going to something more than just a product or service.  People want to be part of something more.

This is where Beard & Bowler comes in.  We are the Hero Collectors.  We tell the stories that people need to hear, want to see, and love to talk about; and, by connecting your brand or product to these stories, We make you the hero too.


Why Branded Content Works?

Whether your B2C or B2B it’s a consumers market and people don’t like to be told, “do this” or “buy this”. They like to make decisions for themselves, they like to be entertained, and they want to be told stories.  Today, we get to choose the media we consume, when we consume it, and if we’ll pay attention to it.

According to Nielsen, Forbes, and Goo Technologies: 82% of Americans ignore online ads—73% ignore online banner ads, 62% ignore social media ads and 59% percent ignore search engine ads. In response, more and more businesses are investing in brand storytelling via content marketing.

In fact, in a Collaborative Study conducted by Forbes, IPG Media Labs, & Syracuse University the argument for Branded Content gets even stronger:

  • Branded Content Works: Branded content is highly effective across the branding funnel and outperforms display ads. In addition to aided recall’s 59 percentage point increase, brand favorability was 7 percentage points higher and purchase consideration was 9 percentage points higher.
  • Branded Content Holds Up Over Time: Despite the loss of novelty, branded content was as effective, if not more so, in 2016 compared to results seen in the 2013 study.
  • Branded Content Is Perceived Better: Consumers perceive branded content as being more consumer-centric because it is less about selling products and more about providing value to consumers.
  • Brand Interest Increases with Branded Content: Consumers were 14 percentage points more likely to say they intend to seek out more information about the brand in the future because of engaging Branded Content.
  • Branded Content Drives Millennial Purchase Consideration: 18-34 year olds responded better to Branded Content, driving higher engagement consideration rates and aiding recall.


How Does It Work?


  • For the business/brand (audience & goal)
  • For the hero (audience & goal)
  • For the optimal digital platform (website and social media)


  • Through charitable donations earmarked for a Sponsored Marketing Campaign


  • For the hero 
  • With your branding


  • Distribution Strategy
  • Optimized Copywriting


  • Taking the Non-Profit to a wider audience
  • Taking your Marketing to the next level.



What does this mean for the future of your marketing strategy? Branded content is here to stay and it will continue to become more popular. If your company hasn’t gotten on the branded content wagon yet, it’s not too late to get started! Make 2018 the year you connect with your customers in an authentic and real way. Your sales might even soar in the process.