Producing content that’s relevant to your audience is actually really hard, especially if that’s not a core competency of what you do.
Susan Jurevics, Sony. “New Unit to Turn Brands Into Publishers" NYT
The proliferation of channels for brands increases demand for brand behavior, which places more pressure than ever before on strategic brand clarity.
Understanding how to create and distribute different types of content for specific audiences across multiple platforms is a challenge for many brands, she said.
Pretty much goes to the core of my statement yesterday that the overwhelming majority of advertising on Tumblr is awful. To all the consumer brands out there listening, learn how to use the platform before you distribute on the platform.