Well at least not always.
No doubt I'll be accused of getting caught up in semantics here, but client discussions often hover around the role of content in a marketing strategy, and a brand's place within the content (checkout my previous post on 'planning your brand entertainment experiment').
And we often find ourselves having to defend the entertainment or interest value of something from a well meaning client wearing an advertising straitjacket.
I'm the first to admit there are no rules.
Is Cadbury Eyebrows an ad? Yes. Is it branded content? Yes.
Is Rexona's Greatest Athlete an ad? No. Is it branded content? Yes. Is it an advertising platform? Yes.
But is retailer Harvey Norman's latest TV effort flogging flat screens an ad? Yes. Is it branded content? No.
As Rohit Bhargava writes in his post on how to create a content marketing strategy, it has to be about more than you.
"This is not a sales pitch. It needs to be useful and offer more context beyond just how great your product/service is."
Greatest Athlete is an entertainment platform that leverages Rexona's performance credentials and sporting ambassadors.
What about you, what are you offering?