South Africa, Dec. 20 -- Matt Potter, chief content officer for John Brown Media UK, shares some insight into how to create better content - and it's all about connecting with your consumers on an emotional level.

Content is a chance to produce a moment of connection with what's best in a brand. "These moments, to customers, are big," says Matt Potter. "They might be the best, most inspiring thing they see on a terrible day. The content might allow them to dream, to feel more confident, to take a new view on life. That's worth taking seriously."

And creating winning content is actually easier than you think - you just need to think like a journalist, says Potter. "Ask yourself: what's the story and why does it matter? Who is the audienc...