“Its official – Facebook has entered the branded content arena, now directly competing with premium publishers on agency RFPs. The formula for a successful branded content campaign: awesome content plus scaled and targeted distribution? Well, maybe not…

There is one essential objective that should be considered when buying a branded content campaign: engagement! While social distribution will no doubt offer massive reach and superior targeting, what the brand is truly looking for is consumer engagement with the content. The goal of branded content should really be centered on increasing brand awareness. And, this can only be achieved by delivering meaningful engagement.”