These days, content makes your brand relevant. Your customers are Google-ing for your content right now. They are searching for content that is useful, personal, and informative. They are downloading content to their personal devices, sharing it with their social network, and tweeting about it. Today, the ubiquity of content means that brands need to create better content to stay relevant to their customers.

This starts with understanding that content creation is not an expense; it's an investment in your brand. The rich media content that you brand creates lives in the digital realm with the potential to reach and influence a limitless audience – but only if it is timely and relevant to your customer’s needs. Rich media is one of the best marketing investments a brand can make.

As you consider this investment, the portability of content from device to device is critically important. Your content strategy should respect that audiences want to consume media anywhere, anytime, on the device of their choosing. And as the device market continues to evolve brands need to create content that is available where, when, and how their end users want to consume it – and delivery needs to be immediate and seamless.

To create value through investment in rich media, your brand needs a content strategy that is media and technology agnostic. Your agency should deliver a content strategy with the right balance of media for your message, with no predisposition to specific media channel. The strategy should depend entirely on what is useful and relevant to your audience.