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When Facts Fall Short: Why Brands Need a Point of View
By: Contently
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Almost four years ago, The Atlantic published a native ad, sponsored by the Church of Scientology, titled “David Miscavige Leads Scientology to Milestone Year.” Twelve hours later, the post was removed from the site.

Since 2013, the incident has served as an interesting learning experience for content marketers. The article itself wasn’t all that controversial. It was a fairly standard advertorial, presenting the facts (or “facts”) a brand wants the consumer to know. But the response to The Atlantic was overwhelmingly critical. The brand and the publication didn’t fit well together, so the ad just read like a marketing brochure.

That’s the tricky thing when it comes to facts. Being honest and transparent is important in any type of media. But audiences need more than that. There needs to be some emotion for the content to resonate. If you just list facts and achievements, people will see right through the content.


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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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