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...