Brand journalism

Rise of the UK Brand Journalist Journalists as Content Marketers A report by NewsCred, April 2015/ ©NewsCred / newscred.com /+44 (0) 203 701 0400/ sales@newscred.com Table of Contents 1 Introduction 3 Methodology 4 Key Stats: At a Glance 5 What Makes a Great Brand Journalist? 11 The Value of the In-house Team and Who Makes it Tick 18 Case Study: GE 19 Bigger Budgets, Better Content 22 Case Study: Asos 23 Measuring Value from Social to Sales 24 Case Study: Telefonica 25 The Brand Journalist in Five Years 29 The Brands That Excite Marketers and Brand Journalists 30 Conclusion 31 About NewsCred Rise of the UK Brand Journalist: Journalists as Content Marketers Introduction by Shafqat Islam, CEO and co-founder, NewsCred Brand journalism is undoubtedly gaining both popularity and credibility. With the trend of brands becoming publishers well under way, the talented writers brands recruit are key to producing the relevant and insightful copy that audiences demand. © 2015 NewsCred It is not just a trend. A week rarely goes by without another announcement of a company adding revered brand journalists to their brandled content team. In March, for example,Metro newspaper hired three more people for its in-house creative division, “Story.” They include Rachel Tarley, who left MailOnline to become one of Story’s commercial editors.