In fact, the “rise of brand journalism” was on the Public Relations Society of America’s list of top predictions in PR for 2012.
If you’re not familiar, brand journalism (often called “content marketing”) is when companies produce content that isn’t the typical marketing copy. Instead, it’s a reported piece—or a useful or interesting column—written as if it could appear in a media outlet (and appropriately labeled, not passed off as objective journalism).
Many organizations are scooping up reporters to create these stories. Nissan, for example, made headlines last year for hiring journalists for its in-house newsroom.
But, what if your company doesn’t have the budget (or the inclination) to bring on a fulltime brand journalist? You can try Contently.