The content trap: Three key attributes to build quality branded content

This article lists three key attributes brands need to build quality content: creative excellence, expert knowledge and search engine optimisation.

The content trap: Three key attributes to build quality branded content

Andrew Susman

Don't be fooled – developing content consumers will react to isn't easy. Marketers need three key attributes to build quality branded content.

The Internet is a fabulous communication network enabling brands to speak directly to their customers on a one-to-one basis, at scale. Many brands are taking advantage of this by providing entertaining and informative communications that combine brand messaging with other appealing material to engage their customers – in other words, content. Done well, readers may share it, like it on social networks, and otherwise promote...

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