As we mentioned previously, marketing today is no longer so much about money and having a strong budget. In theory, we live in a much more free world. But in a saturated marketplace like ours, building a strong name for a brand continues to be extremely difficult. How to shine among so much noise and how do brands find a voice in this turmoil? Well, the creation of production of compelling and consistent brand content across multiple channels tailored to the interests and ethers of your target audiences is probably the best one. Just think, for instance, about Red Bull, which is now already a classic example. Don't you think it's brand values are crystal clear? The multiplication of channels where a company can communicate with consumers is permanent today, there's probably more than a 100 literally speaking and we'll see many more believe me. Brand marketers are no longer just buying audience, they want to lure you. Persuade consumers through storytelling, selling without selling. A long-term well-thought strategy, which replaces useless advertising. As we'll see later on, people don't care about ads anymore, so I'm not exaggerating when I say useless advertising. Branded content types include articles, blog posts, newsletters, videos of all kinds and duration, events, reports, white papers, webinars, books, magazines, podcasts, extreme adventures like Red Bull, music. The list is barely, is almost endless. It's never been easier to catch attention presumably. Anyone can do it with a $100 smartphone. Although we will address later on the emergence of new gatekeepers and how a percentage of your budget, because small still must be kept for promotion. But in theory, as I was saying, everybody can reach any audience today and interact with them fairly easily. But on the other hand, it's never been so challenging to make your messages prominent. Virality, stickiness is still unpredictable. Due to this content and media surplus, the proliferation of delivery channels and devices, the exponential spread of data. Companies have been forced to start operating like editorial agencies, hiring journalists expelled by the media crisis, and giving new opportunities to creative professionals who were striving in less buoyant sectors. A whole editorial structure is needed. Creating meaningful content that relates to consumers interests, lives, or passions and at the same time, being coherent with a brand's mission and its profit search is a delicate process with immense talent, as we're going to talk now in the next few videos.