Content created is refined to deliver the brand promise and convey the value proposition; this delivers usability to the customer and marketability for the business. In other words, the subjective content has to be transformed into ‘Productized Content’ -relevant, differentiated and salient. This is achieved by value-adding to the basic content in two layers – a messaging layer and a marketing layer. The final output is enriching, inspirational content delivering the product message and brand story, whilst creating a compelling narrative to meet the desired business goals.