Video: Why Branded Content Fails

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Tara Hunt

Tara Hunt, CEO of Truly, has over 20 years experience in market research and strategy on both client and agency side. She wrote one of the first books on how the social web is changing business, was named one of 2013's Entrepreneurial Women to Watch by Entrepreneur Magazine and one of the Most Influential Women in Technology in Fast Company. She has built an engaged and enthusiastic business audience online of over 345,000 followers, including a significant number of thought leaders. Tara combines a data-centric with a human-centric approach to building an audience, leaning heavily on insights into consumer patterns and behaviors while keeping an eye on online trends and changing expectations.

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Over and over again, I see people posting statements like:

“Ugh, we don’t need any more branded content.”

And though, as a content creator who has successfully used it to build my own business(es) and helped others do the same, I’m pretty bullish on content. I have to admit that I look at what is being flaunted as branded content and have to agree with the above statement. It’s often just adding to the noise.

In this video, I cover a few of the reasons why branded content fails (there are 3 common approaches that result in un-engaging noise) and answer the question: Is content right for everyone? (spoiler alert: nope. But I do tell you when it works the best and give some examples)

I also give an example where I found my real estate lawyer because of her LinkedIn posts that answered some burning questions I had at the time about negotiating a commercial lease. I’d love to hear from any of you whether you’ve come across a post, or a video, or a podcast that has led you to hire someone.

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