Digiday: The Financial Times is revamping its approach to branded content, with the aim of giving advertisers more options. The publisher is uniting its existing content marketing packages and launching a sponsored content offering “paid posts,” under a newly branded unit, FT Squared, dedicated to these kinds of advertiser partnerships. “We’re launching Squared and paid posts to show advertisers we’re serious about content marketing,” said Dominic Good, FT’s global advertising sales director.