Here we are now. Entertain us.
Branded content strategies are based on the relevance of the content to the target. Its credibility and quality. The interest this content generates is transformed into active search and consumption.
The key is to know your audience. They are not always looking to be entertained, sometimes they just want straight information. Or news. Or training. Happy with the great content found, they ascribe its values to your brand.
Consumers are discerning, just like you. Be selective in what you offer them. An engaging two-way relationship is worth the effort.