The document discusses branded content and lists 10 things that branded content ideally is and 10 things it ideally is not. Among the things it ideally is are: information, education, and entertainment; a two-way exchange with the audience; and less interruptive than traditional advertising. Some of the things it ideally is not include: a sales pitch; a sponsorship; or the only future of communication. It notes branded content can take many forms across different formats and platforms.