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Branded Content: Building Trust into Your Online Sales Force

July 22, 2013

Today’s customers have access to more information, whenever and wherever they want or need it. This abundance of knowledge not only makes for more informed customers, but it also makes for more empowered ones, too. And these empowered customers are eliminating choices (potentially your company’s products or services) in the process.

More specifically, customers are engaging with branded content — rich, authentic editorial-style content that doesn’t persuade as much as it informs, enlightens and entertains — from a brand expert’s point-of-view. This is quality content — white papers, news features, how-to videos, product reviews, infographics, slideshows, digital magazines and webinars — that people come to trust and want to share.

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Stephen Dupont, APR Stephen Dupont, APR, is vice president of public relations and branded content for Pocket Hercules (, a Minneapolis advertising, PR and digital marketing firm. To reach him, visit or

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