Today, I find focusing the most critical strategy for content to be this: Make it inspiring, or make it resourceful.

In a heavy world, where we’re inundated with and face internal conflict surrounding wealth gaps, consumerism, systemic issues, lack of healthcare, and all of the unsavory components of America today: The least those of us making content can do is be mindful.

Many of us consume digital content at an alarming rate, across multiple platforms. But the reality is that none of it is real. As things like Apple’s VR come out, content will be increasingly consuming; Think ‘experiencing’ social feeds in large scale, amidst your living room, right before your eyes.

With the intense nature of consumption, plus content-experience futures, there’s an increasing ethical imperative for those involved in strategizing and creating this stuff - especially for brands who are paying to make lots of it - and get it to reach as many eyeballs  as possible, at super-high frequency.

So inspiring and resourceful - keep those in mind. Of course humor also makes sense - but when it comes to branded content, are you really going to beat the inside jokery of memes? (And if you can get away with branded memes, go for it.)