Rise of brand journalism

Marketing teams are increasingly embracing the principles of journalism to operate like newsrooms, communicating with clients and internal stakeholders directly and more frequently via their own channels.

But while AI tools are increasing efficiency, marketers are still struggling to juggle multiple hats. A recent study from the Content Marketing Institute suggests that in 30% of large organisations just one person is responsible for all types of content, so it’s no surprise that generating ideas and creating engaging content are cited as top challenges.

To help, we’ve developed The Corporate Newsroom. The series will provide insight, inspiration and best-practice examples from our network of journalists and business specialists on how to create impactful content, consistently.

Watch below for a taste of what to expect in the series. Learn more about the Casey Wishart team in the video here.