What is it? The lines can be blurry, but I’d define brand journalism — as opposed to brand content — as work that has a raison d’etre beyond plugging a company. While all good branded content provides valuable information or insights to the reader, I think what separates brand journalism is that you might not even realize that it was produced by a company, because it adheres to the same standards and follows the same form as regular ol’ journalism.
Some recent examples of my work in this area:
See all my SAP blog posts here.