Content marketing. Sponsored content. Native advertising. Whatever you want to call it, there’s no denying it’s here to stay. The keys to success have no doubt been telling a story compelling enough to fit right in with content written and produced by trusted writers and editors. And so it makes sense that PR agencies and media companies — even the venerable Condé Nast with its 23 Stories — are looking to veteran journalists to help cultivate the voice and style that draws in their target consumers. Another case in point is Access Communications, which recently launched its new storytelling division called Access Studio, consisting of digital, design, writing and analytics channels. At the helm of the writing channel, called Access Voice, is former technology editor at USA Today Nancy Blair, who in January was named vice president of content, based in the agency’s San Francisco office.