Branded content, as the name suggests, is closely related to a brand and is created mainly to represent the business. It puts the company or a product as the main subject of the content. Nowadays, there is a tendency that brands themselves become publishers. As a result, they more and more often deal with the digital marketing and the content is produced in-house. In this way they can provide their target group with the newest and most interesting pieces of information. Branded content doesn’t involve the traditional ways of advertising. At least, it is not what people usually associate with advertising, such as banners, billboards and ads in form of e-mails.The form is rather innovative and artistic, such as movies, podcasts, trailers or TV series.
Non-branded content still supports the industry and the area of interest relative to the brand. However, it is rather the casual stuff published on the daily basis, which doesn’t relate to the business in a straightforward way. Here, the brand is not the main focus of the content. It could be, for instance, talking about general topics, such as interesting trends that somehow affect the industry.