With all the online news outlets available today, keeping your customers engaged can require some creative thinking. Making the decision to develop specific content for your site helps you present the information you want your customers to see, but you do have to take action to ensure what you post is trustworthy. It's certainly not a bad idea to include branded content as part of your arsenal, whether you combine it with native advertising or not. The challenge is to avoid losing readers' trust with content that could seem self-serving.The solution is to provide quality, authentic content. Make sure any information provided on your site is accurate and supported by strong sources to protect your credibility. A 2014 study by Kentico Software found that 49 percent of consumers fact-checked information from a brand against other sources, so always avoid sharing information you can't verify.