There is a real demand by consumers for online content, whether it is accessible by phone, computer or other devices. However, according to social media expert Amber MacArthur, there isn't always enough quality content to meet the demand.
This shortfall means that there is a real opportunity for companies to step in fill the gap with what she calls branded content, or content marketing.
"It's time for companies to think beyond the banner ad," said MacArthur, who in addition to several television hosting duties is president of Konnekt Digital Engagement.
"One of the things I am most excited about in terms of digital innovation is this idea of branded content. I am really interested in creating content for brands that is really interesting, that appeals to different audiences and is really compelling to people online."
Watch the complete interview above