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...