Content is placed on another website, that aims to cut through and reach customers, often it is created with a partner who already has an audience and a unique tone of voice. Brands then use this, to piggy back, and have a conversation with their audience. That’s how branded content works.
Brands use branded content, because it helps them drive business results. They may need to reach a particular audience, or want to meet the customer where they are, or lack internal resource to do some of the initiatives themselves.
Platforms like Nudge help brands measure their branded content and link to business outcomes. To help them make branded content work for them. Content creators & publishers themselves also use tools like Nudge to provide transparency on the performance, which helps them retain customers and grow spend. As well as identify areas where they can drive performance.