The best way to engage an audience with your content

"Trust Agents"author Chris Brogan says: 

Ownership. Give them ownership. 

My children both teach me this. My daughter likes various cartoons that she watches on YouTube or Netflix, but when she breaks out the sketchpad and starts creating her own characters for the stories, that’s when there’s something there.

Yes, it's a scary idea (especially for the lawyers). But if we want our content to spread, then brand journalists have to look for ways to give audiences a way to contribute to the content. We also have to act as change agents within our client's corporate culture.