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While 'content' can be defined in many ways, it generally refers to editorial-style audio, video, text and imagery, commissioned by a brand and designed to win attention. This might include short-form social video, long-form video, native advertising, brand-funded TV shows or content-based activations of sponsorship deals. Content is increasingly important in online strategy, particularly with the rise of social video. To be effective, content should be of value to its target audience audience - helpful, entertaining or informative.

Key Reading

Important papers from across the Warc database

This report offers guidance on creating an effective branded content strategy, including an in-depth example from Yahoo. It includes tips on developing original content, managing freelancers and measuring effectiveness.
A guide to planning, creating, distributing and optimising content to drive awareness, lead generation and value growth.
The importance of using creativity, community and integration for native advertising and sponsored content.
How to make your content stand out from the crowd, with examples from Starbucks, Google and Lego.
An example of a brand using content to increase value, with activities ranging from sports to music.

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