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Two very popular content strategy tools - namely controversy and click-bait - are often at odds with being authentic. Here's why.

As the ultimate branding buzzword of our age, authenticity doesn't really get questioned on whether it merits its good reputation. But is it

Why 'authenticity' in branding and content creation is easily used but often misunderstood.

Authenticity has become a very popular term in marketing, branding and content creation. But what does it actually mean in these fields?