Employing a ‘bullshit detector’ is the only way to make great branded content [Video]

Cristian WorthingtonFeedToPost

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A colleague went to an event about authentic storytelling the other day. It got me wondering; what makes an authentic story?For a journalist, it’s pretty straightforward. Good journalism is truthful and honest and the truth is, by definition, ‘authentic’. But what does...

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A colleague went to an event about authentic storytelling the other day. It got me wondering; what makes an authentic story?

For a journalist, it’s pretty straightforward. Good journalism is truthful and honest and the truth is, by definition, ‘authentic’. But what does authentic mean for brand content?

If truth is the holy grail of journalism, …