[MUSIC] In this ocean of content we're talking about where people choose what they want to watch or read when they want to do it and in what device or platform, where many people can promote or ruin your product, service or even your career and a click's distance. There are two main options. Either you shout about your product and boast about your achievements or you show people something cool, relevant, even useful. In one word, something valuable. Society is obsessed with content. Every day, we seem to drown in that ocean I was talking about of renewable and shareable content. The world is turning into steam as a wise man said and attention is becoming one of the most valuable commodities. So if you aren't producing good and relevant content, good and relevant storytelling, your multiple efforts in a fight for recognition will be as killing flies with a gun. Technological barriers have disappeared all around the world and people don't need media outlets to be informed, nor to get their messages across. We do live in a brand new world where everything continues to be about effectiveness. Before it was figuring out why ads work alone and how we work, now you just have to replace the word ads with promotional content or branded content which is the one I use or consumer content or any of those terms we use to describe the same thing. A new way of reaching audiences with information and stories they care about. It's as simple as that and as complicated. During some years at the beginning of the century, top companies invested almost exclusively in technology experts. Many tools, now long forgotten were built just for the sake of building something. Some others are the kings and queens of our world today. At some point, everybody realizes about the importance of redefining communication and marketing messages in a terribly competitive world. That moment in time, if you remember coincides with the explosion of the words social or conversational network, companies and institutions of all kinds. Began to create independent branded content or branded journalism, or branded entertainments which term do you prefer. They created departments with the purpose of inserting their stories into the global conversation. Ten years later, that new industry is today unstoppable as you can see at a glance in any newspaper today. Banks, NGO's, sport clubs, tech companies, all kinds of firms publish their own non-advertorial content in hope of establishing future ties with consumers after they win their trust through their quality content. Their aim is the same as before, differentiating themselves from competitors. But the strategy is different, more subtle, more complex, adaptive, disguised if you wish. Seth Goetting, the famous marketing expert put it this way. Content is the only marketing left. [MUSIC]