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Transparency, authenticity, engagement. These new buzzwords in marketing have been a bit overused in the past few years, perhaps even losing some of their important meaning in the process. What does it really mean to be transparent; to be authentic as a business and brand? This episode of Content Marketing 360, host Pamela Muldoon talks with Debbie Williams, co-founder of SPROUT Content and co-author of Brands In Glass Houses: How To Embrace Transparency and Grow Your Business Through Content Marketing. Debbie will define not only what is a brand story, but walk us through a simple, yet effective process on how to develop one for your business. She will discuss the importance of moving away from the old-fashioned features and benefits conversation and how to begin sharing a story about your brand, business and culture. Debbie also tackles the fear factor of transparency and how brands can best handle feedback, both positive and negative, along their brand story journey. Learn how to use your company’s best storytellers, your employees, to share your brand story by allowing them to become your brand advocates. The consumer is seeking to make a deeper connection with brands in today’s marketing and your brand has a great story to tell. This episode will help you craft your story to share with your consumers.