Branded content or content marketing is everywhere on the web. In a follow-up to Tara's Why Branded Content Doesn't Work video Tara and Carlos talk about what causes branded content and/or content marketing to fail, what brands and creators need to think about that will help their build a valuable audience.  Let us know what you think!  Our picks for Truly Social Heroes in this episode:  Tara's pick: Drew McLellan's and the Build a Better Agency Podcast. Carlos' pick: Mikey Newman with his FilmJoy channel  Here's where you follow Truly Social  on YouTube: https://youtube.com/tarahunt on Twitter: https://twitter.com/trulysocial or visit our website: https://trulysocial.ca  Follow us on Twitter:   Tara: https://twitter.com/missrogue Carlos: https://twitter.com/carlospache_co  

Why Branded Content Fails

Welcome to Anatomy of a Strategy! Recorded in Toronto, Ontario, Canada, hosted by Tara Hunt, a 20-year digital marketing veteran and CEO of Truly, and Stefani Forster, journalist, content strategist, and Creative Director of Truly. (Previously co-hosted by Carlos Pacheco)

AOAS is a marketing podcast that explores the hidden psychology and behaviors that drive marketing strategies. It’s not about marketing per se. We don’t celebrate and rehash case studies as much as dissecting the culture in and around the successes and failures of marketing. We ask, “What was going on in the world that helped that message succeed, and that other one fail?”

AOAS is less of a marketing practice podcast and more of a Marketing THOUGHT podcast.

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Tara met Shervonne Cherry in Baltimore in 2012. At the time, Shervonne was working as a designer and social media strategist, but today, she's the Director of Community & Partnerships at Spark, a growing Coworking organization with spaces in Baltimore and Kansas City. Shervonne gives incredible insight into how to build local community resources that support Black entrepreneurs (without tokenizing or making it some sort of quota-filling exercise). Her comments on urban design were particularly poignant. Shervonne on social media: https://www.linkedin.com/in/srcherry/ https://twitter.com/NoOrdnryCherry Spark: https://spark-bmore.com/  

The Anatomy of Community-Building with Shervonne Cherry

This week, Tara and Stef speak to Nate Nichols. Nate is the founder of Palette Group, a commercial creative agency that focuses on community, which he runs with his life partner. He's also the co-founder and creative director of Allyship & Action, a collective that works with vendors and agencies to actively promote diversity within the industry.  For Nate, everything he’s passionate about is deeply rooted in empathy and the circumstances of his upbringing really influenced how he sees the world and his approach and the importance of what he calls decentering. This episode on empathy and decentering is essential listening if you want to be an effective leader and really bring about positive change.  Nate on LinkedIn: https://www.linkedin.com/in/thenichols/ Nate on Twitter: https://twitter.com/thenichols Nate on Instagram: https://www.instagram.com/the_nichols/

The Anatomy of Empathy

This week on the podcast, Tara and Stef sit down with Danica S. Nelson, Senior Product Marketing Communications Manager and travel enthusiast. But Danica does multiple jobs with her organization. She not only has a senior marketing role, she also works on the DEI (diversity equity and inclusion) initiatives. She balances all of these with ease...but found herself burning out last year and took an extended leave to recharge. Unfortunately, this was cut short by COVID-19. In this conversation, Stef and Tara discuss the multiple hats Black professionals need to wear as well as the importance of representation. Links: Danica on LinkedIn: https://www.linkedin.com/in/danicasnelson/ Danica on Twitter: https://twitter.com/danicasnelson  Website: https://watchdanicawork.com/  

The Anatomy of Representation

Tara has known Ian for well over a decade and she's never had a conversation on race with him. This isn't because of a lack of opportunity. They've shared many a deep conversation, but never about race. This is a problem. It's one of the biggest problems that White people have, in fact. You may have heard "your silence is violence" and this episode is all about unpacking that. We also talk about data portability and data ethics, which is crazy fascinating! Ian has been involved in personal data and the quantified self for a long time and has opinions on AI and data that may just surprise you. We had a bit of a mind-blown moment! Notes:   Ian’s blog: https://cubicgarden.com/   Ian on Twitter: https://twitter.com/cubicgarden   Ian on LinkedIn: https://www.linkedin.com/in/cubicgarden/   Ian at the BBC: https://www.bbc.co.uk/rd/people/ianforrester   Building a Public Service Internet:  https://www.bbc.co.uk/rd/projects/public-service-internet   DataPortability.org: http://dataportability.org/   Ian talking about Perceptive Media: https://www.youtube.com/watch?v=XJNClpe-XL8   Bechdel test: https://en.wikipedia.org/wiki/Bechdel_test   Bechdel tests for race:  https://www.the-unedit.com/posts/2018/8/20/7-tests-that-arent-the-bechdel-test-that-measure-movies-for-gender-equality-and-representation  

Anatomy of Data Ethics with Ian Forrester

"How can we say that politics shouldn't be a conversation on a business platform when it is the politics, the lobbyists, the things that are happening behind the scenes that govern how business operates?" Indeed! In this episode, Stefani and Tara speak with the epigrammatic Cher Jones, a social media and brand development expert, and LinkedIn influencer, about many eye-opening subjects. However, the core of the conversation is that, as Cher says, "we don't normalize things that should be normal, and we don't address things that have been normalized that shouldn't be normal." LinkedIn is particularly fraught with the stifled apoliticalness that perpetuates these ideas and Cher soundly shreds the idea that there is no space in business for politics. You won't want to miss this episode. 

Why Branded Content Fails

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