Branded content: Shoveling sh*t or fostering solutions?

The concept of branded content isn’t new; even as the pervasiveness of the digital lifestyle has given rise to the social consumer to provide brands with new channels of access, delivery formats, and greater self-initiated reach. The underlying premise is that brands using these social media tactics are an authority in their space. Yet, there’s so much poorly disguised “help” being thrown at us consumers that branded content is really starting to sound like noise.

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