Branded content is a bit of an umbrella terms for the merger of brand marketing with other content-- either educational or entertainment. Imagine a tutorial on a subjected related to your product, or short film that features your product, and you've found an example of content marketing. It works because it either fulfills an immediate need (tutorial) or touches the viewer emotionally (film).
Branded content has taken off in the video world as digital media has become richer and technology has allowed viewers to circumnavigate traditional ads. In today's environment your audience has to want to watch your ad. Gone our the days when ads are forced on them every 12 minutes. If your business isn't doing content marketing-- or your video company producing it-- you are waay behind the curve. Delve deeper, see examples, and learn more on Hurricane Images' company blog.