How Good Storytelling Can Keep Your Brand in Its Branded Content

Your company must resonate with consumers in these stories

Branded content needs to impact consumers while also teaching them about the product. Getty Images

Society is obsessed with consuming and creating content—we simply can’t get enough of it. Every second, there is more content being produced than ever before. In a world where attention is the most valuable commodity, if you aren’t producing solid storytelling, it’s like shouting into the wind.

Kate Santore is content excellence lead at Coca-Cola.