Category Archives: Uncategorized
The Rise of Brand Journalism Part II: Plausible Messengers
If corporations managed money the way corporations handle content, then accountants could coin their own currency with few standards and erase deficits by drawing happy faces at the bottom of columns. Well, it does not work like that for … Continue reading
The Rise of Brand Journalism and the Imperative of the Chief Content Officer
(These blogs grew from an informal address I was asked to make to the faculty and students of Medill at Northwestern University last year. With the decline of traditional news media, “content journalism” may well fill the void. But it … Continue reading
The Trick to Corporate Content
There is no trick to good content. Really. Don’t try tricks. If you try to trick your way to content, you’ll inevitably sound false and phony. Many of you do now because: You think content is putting promotions on the … Continue reading
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Corporate Content 