Branded content is not a paid ad, a sponsorship or product placement.

We often mention branded content in this newsletter. We show examples of it, we laud its potential.

But what does the expression “branded content” really mean?

Matt Doherty is asking the question in this week’s article.

Published over at the Transmedia Coalition’s blog, he opposes branded content to what it isn’t. He also comes up with a (partial) definition : branded content is defined by deep content experiences.

He also brings forward what he believes is a great example of a successful branded content effort: the Horizons television series that was aired on BBC World News (and elsewhere). This show is at the heart of a rich editorial ecosystem for Dupont.

I invite you to head over to Matt Doherty’s article and then why not ask yourself what branded content really means for you.