Elizabeth Spiers on good branded content: You have written about Casper and their publication Van Winkle’s as an example of great branded content. What did they get right? It wasn’t meant to directly sell mattresses, but to establish…
brand journalism
A collection of 3 posts
Tumblr axes its newsroom (yes, it had one)
This rather bland statement from Tumblr CEO David Karp hides something interesting: What we’ve accomplished with Storyboard has run its course for now, and our editorial team will be closing up shop and moving on. I want to personally…
Responsive Content versus Directive Content
The notion of the brand journalist has been playing on my brain again in recent days, partially because of some client work I’m doing. In particular, these two questions stand in opposition to one another: How do we get…