Branded Content Marketing

Translated title of the contribution: [Autom. eng. transl.] Branded Content Marketing

Research output: Book/ReportBook


[Autom. eng. transl.] The concept of branded content marketing expresses the operational translation of a new approach to creating value in the marketing strategy based on the creation and multi-channel distribution of relevant content for specific segments of 'objective interlocutors', in order to attract attention, arouse interest, develop lasting relationships and stimulate actions consistent with the business objectives of the company. Although attention to content may have been underlined in the past in the field of branding strategies, the fundamental difference that characterizes the current approach to branded content marketing is that information or entertainment content is now conceived since originated in digital terms in such a way as to be distributed and enjoyed through all existing channels and devices, in order to feed a constant flow of conversations between the company and its interlocutors.
Translated title of the contribution[Autom. eng. transl.] Branded Content Marketing
Original languageItalian
PublisherIl Sole 24 Ore
Number of pages205
ISBN (Print)9770391786739
Publication statusPublished - 2015

Publication series

NameMarketing Evolution


  • Branded Content
  • Content Marketing


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