How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns.
Branded content and pay-per-click (PPC) aren’t ordinarily included together in the same section of a digital media plan, but there are definite synergies between these two marketing disciplines.
One way to increase the efficiency and profitability of a PPC budget is to examine how PPC can be used to support really fun and creative branded content.
Branded content is evolving
The category of branded content has exploded online within both business-to-business (B2B) and business-to-consumer (B2C) marketing, according to data from PQMedia and Polar.
Branded content goes by many names, but it originated as “advertorial” content (in print) and as “infomercials” (in broadcast TV). This form of content is still very popular, particularly in certain industry segments in which the use of the brand in advertorials can be authentic and compelling.
In the digital domain, branded content has now evolved to more closely resemble the soap opera model of days long past.