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The Branded Buzz - Why you need TLC

How do you sell branded content?

It’s not an easy question to answer. Even the basic definition can cause confusion with sales teams and advertisers, and many reps struggle to discover the best ways to present and position branded content to their clients.

One of the best answers to the question of how to sell comes from an expert in branded content, Peter Lamb, president of Lamb Consulting, and a leader in the space of sponsorship and selling unique content marketing partnerships.

This is not tender loving care. The TLC stands for Think Like the Customer. When looking at the organizations that have had successful branded content initiatives, this is really the foundation. They start by thinking like the customer, putting themselves in the customer’s shoes, understanding a very deep understanding of what the need is, what the pain is, and what the message is they want to convey.

"You have to understand their need, understand their pain. When you're taking notes you're memorable. Our job is for you to say, you know what I know that customer, that is the right prospect, " Lamb said.

They’re asking the tough, thought-provoking questions. For example, if you think of a company like Amazon, what they’re known for is thinking like the customer first and moving backward. That’s the start of all successful branded content initiatives: making sure we understand the customer’s mindset really, really well.

Want to see The Branded Buzz in your inbox each week? Sign up here! Need more help or want access to our turnkey lifestyle series, Branded Badge Certificate training or one-on-one support? Contact us at


The Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Facebook Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.

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