The branded content experience is the currency of convergence. By creating content that tells a compelling story builds a relationship and brings the consumer closer to the transaction.
“We have moved from the era of marketing via communication to now marketing via conversation.”
Those brands that understand this are winning and will continue to win. Those agencies that understand this are investing in their social infrastructure to increase their own currency in regards to being able to competently represent their clients.
There is no great media strategy that can ever compensate for average content.