This category helps businesses establish themselves as brands simply because it allows a line of communication. It is how they put out content that will make people know about the brand, what they stand for and endorse. Articles and blogs, depending on the business, can give more information to it. It could also pose as an extended line for brands to reach out to their customers. Because the length of the piece is a bit longer, one has to take good care that it is not boring, but engaging.
After the web design, it is what is inside that counts. Quite literally. So, the content must stand out. It is different from blogs and features because it should be crisp and must state the point. It shouldn’t be sloppy and stuffed with words.