{"id":7915,"date":"2026-01-15T08:32:00","date_gmt":"2026-01-15T08:32:00","guid":{"rendered":"https:\/\/226lab.com\/?p=7915"},"modified":"2026-03-16T12:41:29","modified_gmt":"2026-03-16T12:41:29","slug":"branded-content-cose-e-come-usarlo","status":"publish","type":"post","link":"https:\/\/226lab.com\/it\/branded-content-cose-e-come-usarlo","title":{"rendered":"Branded Content: what it is and how to use it"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7915\" class=\"elementor elementor-7915\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49c397a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"49c397a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-967f26\" data-id=\"967f26\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7186284c elementor-widget elementor-widget-heading\" data-id=\"7186284c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Branded Content: cos\u2019\u00e8 e come usarlo in modo strategico nel marketing digitale<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65146e5e elementor-widget elementor-widget-image\" data-id=\"65146e5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"480\" src=\"https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-1024x614.webp\" class=\"attachment-large size-large wp-image-7916\" alt=\"Branded Content: what it is and how to use it strategically in digital marketing\" srcset=\"https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-1024x614.webp 1024w, https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-300x180.webp 300w, https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-768x461.webp 768w, https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-1536x922.webp 1536w, https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing-18x12.webp 18w, https:\/\/226lab.com\/wp-content\/uploads\/2026\/03\/Branded-Content-what-it-is-and-how-to-use-it-strategically-in-digital-marketing.webp 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2012df42 elementor-widget elementor-widget-text-editor\" data-id=\"2012df42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Nel panorama della comunicazione digitale, il <\/span><b>branded content<\/b><span style=\"font-weight: 400;\"> \u00e8 diventato uno degli strumenti pi\u00f9 efficaci per costruire relazioni autentiche tra brand e pubblico. A differenza della pubblicit\u00e0 tradizionale, che spesso interrompe l\u2019esperienza dell\u2019utente, questo approccio punta a creare contenuti interessanti e rilevanti in cui il marchio \u00e8 parte integrante della narrazione.<\/span><\/p><p><span style=\"font-weight: 400;\">Sempre pi\u00f9 aziende scelgono questa strategia per raccontare i propri valori, coinvolgere le community online e rafforzare la propria identit\u00e0. Quando \u00e8 progettato in modo strategico, il branded content permette di <\/span><b>unire storytelling, intrattenimento e marketing<\/b><span style=\"font-weight: 400;\"> in un\u2019unica esperienza.<\/span><\/p><p><span style=\"font-weight: 400;\">In questo articolo vediamo <\/span><b>che cos\u2019\u00e8 il branded content, come funziona e quali strategie possono aiutare i brand a sfruttarlo al meglio<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><h2>Che cos\u2019\u00e8 il Branded Content<\/h2><p><span style=\"font-weight: 400;\">Il branded content \u00e8 una strategia di marketing basata sulla <\/span><b>creazione di contenuti editoriali o narrativi sviluppati in collaborazione tra un brand e creator digitali<\/b><span style=\"font-weight: 400;\">, con l\u2019obiettivo di promuovere prodotti o valori aziendali in modo pi\u00f9 naturale rispetto alla pubblicit\u00e0 tradizionale.<\/span><\/p><p><span style=\"font-weight: 400;\">Invece di presentare un messaggio promozionale diretto, il brand entra all\u2019interno di una storia, di un\u2019esperienza o di un contenuto che risulta interessante per il pubblico.<\/span><\/p><p><span style=\"font-weight: 400;\">Questi contenuti possono assumere diverse forme, tra cui:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">video e contenuti storytelling<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">post e caroselli sui social media<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">reel e contenuti brevi<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">articoli o contenuti editoriali<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">contenuti creativi sviluppati con influencer o creator<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23b1d8d elementor-widget elementor-widget-text-editor\" data-id=\"23b1d8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">L\u2019obiettivo non \u00e8 semplicemente mostrare un prodotto, ma <\/span><b>creare un racconto in cui il brand diventa parte dell\u2019esperienza dell\u2019utente<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><h2>Come funziona una strategia di Branded Content<\/h2><p><span style=\"font-weight: 400;\">Una campagna di branded content nasce solitamente dalla collaborazione tra un\u2019azienda e uno o pi\u00f9 creator digitali.<\/span><\/p><p><span style=\"font-weight: 400;\">Il brand fornisce un <\/span><b>brief strategico<\/b><span style=\"font-weight: 400;\"> , che include obiettivi, messaggi chiave e linee guida creative. I creator interpretano queste indicazioni producendo contenuti coerenti con il proprio stile e con il linguaggio della piattaforma su cui pubblicano.<\/span><\/p><p><span style=\"font-weight: 400;\">Questo equilibrio \u00e8 fondamentale: il contenuto deve mantenere <\/span><b>autenticit\u00e0 e credibilit\u00e0<\/b><span style=\"font-weight: 400;\">, evitando di sembrare una semplice pubblicit\u00e0.<\/span><\/p><p><span style=\"font-weight: 400;\">Dal punto di vista operativo, le collaborazioni vengono spesso definite attraverso accordi che stabiliscono:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tipologia di contenuti da produrre<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">piattaforme di pubblicazione<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tempi di pubblicazione<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">compensi e modalit\u00e0 di collaborazione<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c392b2 elementor-widget elementor-widget-text-editor\" data-id=\"2c392b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In alcuni casi, oltre al compenso fisso, possono essere previsti <\/span><b>modelli basati sulle performance<\/b><span style=\"font-weight: 400;\"> , come engagement generato o vendite associate alla campagna.<\/span><\/p><h2>Come creare branded content efficace<\/h2><p><span style=\"font-weight: 400;\">Per ottenere risultati concreti, il branded content deve essere progettato con attenzione. Non basta collaborare con creator o pubblicare contenuti sponsorizzati: \u00e8 necessario sviluppare una strategia coerente.<\/span><\/p><h3>1. Scegliere i creator giusti<\/h3><p><span style=\"font-weight: 400;\">La selezione dei creator \u00e8 uno degli elementi pi\u00f9 importanti. Non conta solo la dimensione dell\u2019audience, ma soprattutto <\/span><b>l\u2019allineamento tra i valori del creator e quelli del brand<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Un pubblico coerente con il prodotto o il servizio proposto aumenta la probabilit\u00e0 che il messaggio venga percepito come autentico e rilevante.<\/span><\/p><h3>2. Favorire l\u2019autenticit\u00e0 dei contenuti<\/h3><p><span style=\"font-weight: 400;\">Il valore del branded content sta nella sua naturalezza. Per questo motivo \u00e8 importante lasciare spazio alla creativit\u00e0 dei creator, evitando contenuti troppo rigidi o eccessivamente promozionali.<\/span><\/p><p><span style=\"font-weight: 400;\">Quando il contenuto rispecchia lo stile e il linguaggio del creator, il pubblico lo percepisce come pi\u00f9 credibile.<\/span><\/p><h3>3. Puntare sulla qualit\u00e0 dei contenuti<\/h3><p><span style=\"font-weight: 400;\">Un branded content efficace deve offrire <\/span><b>valore reale per il pubblico<\/b><span style=\"font-weight: 400;\">. Questo significa curare non solo il messaggio, ma anche la qualit\u00e0 visiva, narrativa e tecnica dei contenuti.<\/span><\/p><p><span style=\"font-weight: 400;\">Video ben prodotti, storytelling coinvolgente e format originali aumentano l\u2019attenzione degli utenti e favoriscono l\u2019interazione.<\/span><\/p><h3>4. Integrare il brand in modo naturale<\/h3><p><span style=\"font-weight: 400;\">Uno degli errori pi\u00f9 comuni \u00e8 rendere il brand troppo centrale o esplicitamente promozionale. Al contrario, il prodotto o il servizio dovrebbe essere integrato nel contenuto in modo coerente con la storia raccontata.<\/span><\/p><p><span style=\"font-weight: 400;\">Quando il brand \u00e8 parte dell\u2019esperienza e non un\u2019interruzione, il messaggio risulta pi\u00f9 efficace.<\/span><\/p><h3>5. Scegliere le piattaforme pi\u00f9 adatte<\/h3><p><span style=\"font-weight: 400;\">Ogni piattaforma social ha linguaggi e formati diversi. Per questo motivo \u00e8 importante scegliere i canali pi\u00f9 adatti al proprio pubblico.<\/span><\/p><p><span style=\"font-weight: 400;\">Ad esempio:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Instagram e TikTok<\/b><span style=\"font-weight: 400;\"> sono ideali per contenuti visuali e storytelling rapido<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>YouTube<\/b><span style=\"font-weight: 400;\"> \u00e8 pi\u00f9 adatto a contenuti approfonditi e narrativi<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>LinkedIn<\/b> funziona bene per branded content orientato al mondo professionale<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3bf108 elementor-widget elementor-widget-text-editor\" data-id=\"d3bf108\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La scelta delle piattaforme deve sempre partire dall\u2019analisi del target e dei suoi comportamenti online.<\/span><\/p><h2>Trasparenza e normativa nel branded content<\/h2><p><span style=\"font-weight: 400;\">Quando si realizzano contenuti sponsorizzati \u00e8 fondamentale rispettare le normative sulla trasparenza pubblicitaria.<\/span><\/p><p><span style=\"font-weight: 400;\">Secondo le linee guida europee e italiane, gli utenti devono poter riconoscere chiaramente quando un contenuto \u00e8 frutto di una collaborazione commerciale.<\/span><\/p><p><span style=\"font-weight: 400;\">Per questo motivo \u00e8 necessario utilizzare indicazioni esplicite come:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ADV<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">contenuto sponsorizzato<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">partnership con il brand<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b33eb1c elementor-widget elementor-widget-text-editor\" data-id=\"b33eb1c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Queste diciture devono essere visibili e facilmente comprensibili, indipendentemente dal formato del contenuto o dalla piattaforma utilizzata.<\/span><\/p><p><span style=\"font-weight: 400;\">La trasparenza non \u00e8 solo un obbligo legale: contribuisce anche a <\/span><b>rafforzare la fiducia tra brand, creator e pubblico<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><h2>Perch\u00e9 il branded content \u00e8 sempre pi\u00f9 importante<\/h2><p><span style=\"font-weight: 400;\">Nel contesto digitale attuale, gli utenti sono esposti ogni giorno a una grande quantit\u00e0 di messaggi pubblicitari. Per questo motivo le strategie che riescono a integrare il brand all\u2019interno di contenuti interessanti risultano spesso pi\u00f9 efficaci.<\/span><\/p><p><span style=\"font-weight: 400;\">Il branded content permette alle aziende di:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">comunicare in modo pi\u00f9 autentico<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">costruire relazioni con le community<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">aumentare la memorabilit\u00e0 del brand<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">migliorare engagement e percezione del marchio<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcacf79 elementor-widget elementor-widget-text-editor\" data-id=\"bcacf79\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Quando \u00e8 inserito all\u2019interno di una strategia di marketing pi\u00f9 ampia, questo approccio pu\u00f2 diventare uno strumento molto potente per <\/span><b>rafforzare la presenza digitale di un brand<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><b>Vuoi sviluppare una strategia di branded content efficace per il tuo brand?<\/b><a href=\"https:\/\/226lab.com\/it\/contatti\/\"> <b>Contattaci<\/b><\/a><span style=\"font-weight: 400;\"> per scoprire come progettare contenuti capaci di coinvolgere il pubblico e generare risultati concreti.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d8dad8 elementor-widget elementor-widget-spacer\" data-id=\"5d8dad8\" data-element_type=\"widget\" data-e-type=\"widget\" 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class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Scopri cos\u2019\u00e8 il branded content, come funziona e quali strategie utilizzare per creare contenuti autentici e coinvolgenti per il tuo brand.<\/p>","protected":false},"author":8,"featured_media":7916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-7915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-notizia"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Discover 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