A version of this article was originally published in CCO magazine in April.
It wasn’t long ago that most of us believed journalists would be forever at odds with content marketing. Their firm desire to maintain a complete separation between editorial work and publishing work seemed sure to doom any joint project. But then many things changed. Brands became more adept at self-reflective storytelling. Newspaper profit margins went into freefall, and people’s trust in traditional media took a similar dive. Now, barriers have crumbled. Journalists are taking a seat in-house at brands and that’s great news for everyone involved.
