Branded content can be loosely defined as content produced by an organization with two discrete (and overlapping) goals: to engage the ultimate content consumer, and to drive an organizational goal – often brand-building, competitive differentiation, or sales.

Here are 24 branded content thought-starters. Some are well beyond the “typical,” and illustrate how persuasive – and flexible – this tool can be.

• Guest blog posts
• A sponsored blogger
• A sponsored speaker
• Advertorials in traditional media
• Columnist in a newspaper
• Radio show host
• Product reviews
• Product comparisons (white papers, “independent” websites, etc)
• “Flanker” websites for shopping or reviews
• Paid content on content sites
• Trade magazine articles
• “How to” articles in article directories
• “How to” video/ YouTube channels
• Editorship of sections of “how to” websites
• Monthly magazine article (real and web)
• Sponsored survey
• Sponsored market research
• Creation of a research institute to fund both academic and corporate research
• Product giveaways to ambassadors/influencers
• Sponsored contests with corporate judges
• Student ambassadors
• Multiple Twitter accounts
• Training on industry knowledge (Online/Real World)
• Certification for industry knowledge
• Corporately self-published books

Done well, branded content is an important engagement tool. Done poorly, it looks clumsy and self-serving.

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