Anyone who considers herself a “serious” journalist might balk at the thought of working for the advertising side of a company. But facing the increasingly dire state of journalism today, many writers are hopping on the branded bandwagon, at least part-time.
There are the obvious benefits to content marketing, like a bigger paycheck and looser deadlines. But many journos may not realize the creative freedom they’ll have when it comes to writing copy:
As [James Del, the executive director of Studio@Gawker] told me, “Branded content — when done properly — is not supposed to be a slimy advertorial that forces a writer to bend [his] own viewpoint to that of a corporation. The best branded content is like any other arrangement between a patron and an artist. The topic of coverage may be decided on in conjunction with the brand, but the writer should be left to editorialize on that topic as they deem necessary.”
For more advice on transitioning into content marketing, read: 7 Reasons to Break Into Brand Journalism.
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