With the advent of self-publishing tools, brands have been given the option of generating their own online content directly for consumers. But whether this branded content, ranging from blogs to videos, has found viable audiences remains in question.
“Do corporate blogs resonate with consumers? The answer is no,” says Josh Bernoff, VP and principal analyst at Forrester Research. “Companies are not very good at talking about what their consumers find interesting.”
Making matters worse, most consumers ...