Marketers find owning content isn't easy

Brands wishing to regain control of their "story," via in-house created content, must earn the trust of users who have grown accustomed to generating their own content, according to Matthew Yeomans, co-founder of Custom Communication and editor-at-large of Social Media Influence. "Learning to tell a good story takes time but at least it can be done through a process of creative experimentation," he writes. Advertising Age (tiered subscription model)/DigitalNext blog (2/23)

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