So, when we finally design our content strategy for a given brand, we can conceive it as a multisection newspaper. Communication, marketing, in this case, structured as a collage of different messages from different subjects and topics. We tried united, and they're a dynamic and multiform, overall, relevant brand narrative. A collection of stories in different formats and platforms, which are integrated in a coherent storyline, which manages to convey our values and our mission. By now, as we've mentioned before, journalists have overcome very traditional reluctance to work for non-media companies just as many people in the movie industry felt that working in brand film was a second tier career, and are now seeing as we will cover in our fourth module, the positive effect of this branded fiction sector in the industry as a whole. Creators have a great amount of freedom and they normally find the budgets of the same size or even much more resources. Devising, creating or producing branded content can be enormous fun. As in journalism, we can conclude that the more fun, motivation, passion, obstacle jumping or investigation, the better the final story. Always remember, we are looking for uniqueness and relevance for added value in a world of drowning cacophony. But journalism and nowadays content marketing, is more than creativity or passion. It seeks to remove misconceptions, highlight truths, uncover meaningful realities and stories. Probably, the most important previous choice you should make when you start a process of storytelling is if you want to inform people, you want to touch them emotionally, or you want to entertain them. Ideally, these different goals can be met by a single story and masters are capable of doing so, but it is not always like that. So, you should list your priorities before actually putting yourself to work. Objectivity and neutrality, always are crucial and very tricky attitude in journalism, is not the defining attribute of content marketers when they plan a coherent brand narrative because of course, the ultimate purpose is enhancing their brand awareness as a means to end up selling a product or a service. However, objectivity in the process of crafting a content piece of giving birth to a new story is of supreme importance for branded content. Fact checking and valid sources are equally pertinent than in journalistic work. Reporters have gotten used these years to receiving all kind of criticisms and insults on Twitter and other social media even when they haven't made mistakes. When they make mistakes, the storm is unstoppable and can last for weeks, which is a true problem at times when speed seems to be the outermost virtue for a digital newsroom often over quality. If the mistakes, omissions or lies are present in branded content, the crisis for the company or the institution can undermine months or years of work. The chance of diluting consumers is no longer an option. Because remember, there is always somebody who will poke a finger in your eye because you treated users disrespectfully as kids. Why work on useless and ill-conceived stuff? Despite the noise we live in, always remember that fake news never established ties with a customer or with the user, with the reader, with a viewer. They can give you a transitory glimpse of online traffic. But in the end, you will be caught and the wave will backfire at you with unpredictable strength. Irrelevant and non-interesting content is ignore. It's just a waste of time. Just accept it. But receiving a wrong content can be much worse, a missile for your ship. That's why companies keep on hiring data journalists everyday. You need creativity, of course, to produce excellent content. But never forget editorial judgement, fact checking, and something we could maybe label as procedural objectivity. Before publishing, make sure everything you say is true and no essential elements are left out of the picture. Prevent any accusation of wrongdoing or corrupted content. You must respect content by itself, making sure your work stands alone like a solid building, leaving nothing crucial out of it. This is not an overnight process, but it's the safest and most productive way to go. Think like a good journalist and produce always high-quality content from the 140 character tweet to the hour-long documentary. Because their world is out there searching for your miscalculations, inaccuracies and flagrant omissions.
