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This is what leads me to conclude that 2014 will be the year of brand journalism....
As content marketers struggle to keep up with the demands of creating content all the time that’s high quality, increasingly they’ll look to professionals who can maintain that pace without breaking a sweat – journalists.
Brands are also realizing that they must capture their audiences’ attention, that they must take responsibility for the creation and maintenance of those audiences. Relying on the traditional media to do so at a time when traditional media is declining is folly at best....
As newsrooms continue to cut staff, major journalists are leaving news for corporations like NYT tech columnist David Pogue for Yahoo.
So what does this mean for corporations?
-You are a media company and a publisher. If you’re looking to start branded journalism make sure it to do it right.
-Get comfortable with the tools of a publisher. Use focus groups to text out tools and platforms.
-Consider hiring actual journalists or freelancers to develop great content.