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500 European C-suites had their say about branded content in the most extensive research study of its kind released in 2017. Revealing an unexpected set of results.

What do the C-suite think of branded content? Don’t take our word for it. Raconteur undertook a recent survey of over 500 European c-suites, and this is what they told us:

It’s boring, repetitive and predictable! (71%)
It’s often too sales-driven and not credible (51%)
Bad design (UX and look & feel) kills engagement (57%)
Brands are missing a trick by shying away from long-form (65%)

This might sound like bad news for brands, but it’s not all doom and gloom. The report reveals that c-suites are in fact hungry for content - and many will actively research new sources themselves in the quest for the right kind. If brands manage to make a good impression, they will have won a valuable and trusted relationship.

The report provides a more...

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