Rise of the UK Brand Journalist: Journalists as Content Marketers

This report shares the findings of a survey into 'brand journalism' in the UK, which is gaining in popularity and credibility.

Rise of the UK Brand Journalist: Journalists as content marketers

NewsCred

Introduction

By Shafqat Islam, CEO and co-founder, NewsCred

Brand journalism is undoubtedly gaining both popularity and credibility. With the trend of brands becoming publishers well under way, the talented writers brands recruit are key to producing the relevant and insightful copy that audiences demand.

It is not just a trend. A week rarely goes by without another announcement of a company adding revered brand journalists to their brand-led content team. In March, for example, Metro newspaper hired three more people for its in-house creative division, "Story." They include Rachel...

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