Not really that surprising when you look at some of the 'vanilla' branded content out there. In my experience, the bigger the brand, the more likely that the content will be largely uninteresting.

This research shows how vital it is to ensure the content you are putting out there is relevant and interesting to your audience. You can no longer assume that people will read your content because of your brand name and reputation. Increasingly it's the other way round, people will show interest in your brand because of your content - so you need to ensure you are giving them something useful!