“As online media channels become overcrowded with brand stories, the styles and skills marketers use to tell them become crucially important.
“Today we’re seeing publishers opening content arms to act more like creative agencies, and creative agencies hiring journalists from newspapers and magazines to develop and manage brand content sites. Both approaches have the potential to help brands more authentically connect with consumers; marketers hope they will capture and retain people’s attention in ways traditional ads don’t.”
I confess… This is a totally self-serving selection for News of the Day. It explains why marketers are increasingly turning to writers like me to produce their content. Please give it a read.