Making the Case for Brand Journalists
By: Shel Israel
I seem to have picked up on an unintended theme recently. Recently, I wrote about how Rackspace employed Robert Scoble but let his video interviews with entrepreneurs remain independent of the company marketing efforts. Earlier this week, I wrote about how the lines of journalism are being blurred between media, the organizations they cover, and the people who consume their content. I didn’t realize it at the time, but the two stories connect.
Tom Foremski is right, that every company is now a media company. But his fine thought overlooks one painful fact: most companies are still very bad at being media companies.
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Filed under: Brand Journalism, Content Development, Content Marketing, Publishing, brand journalists, media company