Why Branded Content Should Be Part of Your Marketing Playbook

In a noisy advertising world, audiences are tuning out traditional promotions. Pop-ups get blocked, banner ads are ignored, and even the best commercials struggle to break through. 

What continues to resonate, however, is storytelling — and that’s exactly what branded content delivers.

Branded Content isn’t just another marketing trend; it’s a strategy grounded in one of the oldest principles of human connection: telling stories. Done well, it entertains, educates, and empowers — all while creating authentic connections between brands and the audiences they want to reach.

So why should advertisers consider branded content as a core part of their marketing mix? Let’s look at what the data says.

1. Branded Content Correlates With Stronger Revenue

Advertisers investing in branded content see a direct connection to business growth. Companies that buy content marketing average $5.6 million in annual revenue, more than double the $2.7 million earned by those that don’t, according to Borrell Associates 2025 study.  

This isn’t surprising. Branded content builds trust, nurtures long-term relationships, and keeps brands top of mind — all of which create a compounding effect on sales.

2. Most Advertisers Already Believe in Its Effectiveness

While some marketers still view branded content as “new,” the majority have already tested it and found it works. In fact, 70% of advertisers rated content marketing as effective — ranking it ahead of many traditional methods, including broadcast TV and direct mail.

This isn’t just about reach. It’s about resonance. Content that informs, entertains, and educates tends to be remembered — and acted upon — far more than a fleeting promotional message.

3. The Market Is Massive — and Growing

Branded content is not niche. Businesses are now spending more than $85 billion annually on content marketing, with over three-quarters of that directed to digital channels.

This means two things:

1. Advertisers who aren’t investing in branded content risk falling behind competitors who are.
   
   
2. The sheer size of the market suggests that branded content isn’t just a side tactic — it’s becoming a mainstream, expected part of how businesses communicate with customers.
   
   

4. Consumers Crave Brand Stories

Here’s the clincher: audiences actually want branded content. Research shows that 92% of consumers say they want brands to create ads that feel like a story.

That stat underscores a fundamental shift. Customers aren’t looking for another hard sell — they’re looking for meaning, connection, and authenticity. When advertisers deliver that through well-crafted content, they stand out in ways traditional ads can’t match.

Final Thought: Don’t Just Advertise — Connect

Branded content isn’t about abandoning advertising. It’s about elevating it. Instead of pushing a product or service, you’re giving audiences something of value — insight, entertainment, or inspiration — while naturally tying it back to your brand.

For advertisers, this means stronger relationships, more effective campaigns, and a marketing strategy built for long-term growth.

The takeaway is clear: if you’re not using branded content yet, your competitors probably are. Now is the time to join the movement and tell your brand’s story in a way that audiences will not only notice — but remember.