January 5, 2023

What is Branded Content & How Does it Work?

Our guest describes branded content as the “demilitarized zone of advertising.” It lives somewhere between content marketing and media buying, and when done well can be the best of both worlds. In this lesson we learn what goes into high quality content partnerships, what to avoid, and how all of our content can learn from branded content partnerships. We hear about an unusual campaign that convinced west coast travelers to clean up after themselves, and how Travel Yukon is letting people in on some of Canada’s best kept travel secrets.

Marketers of all scopes and sizes will take away lessons and ideas for their own content plans.
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Lesson Overview

Learn what goes into high quality content partnerships, what to avoid, and how all of our content can learn from branded content partnerships.

 What you'll learn

  • What is branded content and how is it used in tourism?
  • How branded content lives between PR and advertising
  • What goes into making content that people want to consume
  • How brands with smaller budgets can get started

 Created for:

  • Marketing leaders
  • AdvertisersXX
  • Destination marketers
  • Content creators

Lesson Content

Meet your instructor

Neil Malik
Director of Client Service, DailyHive

Neil has spent over 15 years telling stories with brands and advertisers to help them achieve their goals. He’s currently the Director of Client Services and head of Hive Labs, Daily Hive's branded content studio where they co-create content with brands like Starbucks, Netflix and Visit Las Vegas.
In his previous role as the Director, Content Strategy for Pressboard, he helped to create branded content that's published on the latest digital and social platforms.
At Wasserman + Partners Advertising he was on the agency side, where he oversaw campaign planning, strategy and execution for key clients across a variety of media tactics—digital, broadcast, print, out of home, sponsorships and events.
Patrick Jones - Course author