How branded content counters consumer skepticism

In a marketplace where measures of trust are plummeting, communicators are desperate to regain their audience. Here’s one tool you shouldn’t overlook.

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Advertising isn’t dead yet, but it’s largely underwhelming, underserving and interrupting the audiences organizations care about most.

9 out of 10 people skip preroll ads, 23 percent of radio listeners immediately change the station when a commercial plays and 26 percent of U.S. desktop users block ads.

For better or worse, consumers are in charge of their media choices. If your company can’t reach them in a trustworthy, engaging way, then you can bet your brand will take a hit. According to findings from a CMO Council study, 99 percent of consumers would curtail or terminate relationships with companies that failed to earn their trust.

The news isn’t all bad, though.

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