Flashback to 2003. Had anyone told me – a rookie reporter covering the foreign affairs and international news beats at one of Sofia’s biggest newspapers – that brands of the future would become publishers in their own right and that I would be working for one of them, I would have dismissed the idea as sheer lunacy.
Journalists had the exclusive privilege of gathering, filtering and analysing information, and presenting it to a readership of passive media consumers in an easy-to-digest format. And I was revelling in the notion that I was working for the public good.
Flash forward to the present. Content marketing is the buzzword of the year and empowered businesses are pumping out editorial content in a race to spread their messages and reach an increasingly active community of online users.
For many traditional newsrooms, meanwhile, digitization appears to have spelled little more than doom and gloom – squeezed advertising margins, dwindling circulations, editorial layoffs.
As for me, I’ve joined the fast-growing ranks of “brand journalists,” media practitioners producing, curating, editing and disseminating content on behalf of a business. The “novice journalist” me of eight years ago would have screamed in horror.
Seeking to find out what it means, exactly, to be a journalist in this ever-changing digital ecosystem, I embarked on a postgraduate research journey last year. Below is a summary of my most prominent findings. As it turns out, the notion of brand journalism isn’t so horrifying after all.

The Guardian has adopted a "digital first" strategy
The rise of the dynamic brand
In my research I compared marketing software company HubSpot with British newspaper of record the Guardian. What I found out is that mainstream media organisations are increasingly acting like brands (creating new products and services), while brands perceive themselves as publishers by adopting traditional production practices (think editorial calendars) and even values.
HubSpot, for instance, subscribes to journalistic values such as transparency and the supremacy of hard data over opinion, as the company’s online values statement indicates.
The Brand Republic, a U.K. niche news information service, meanwhile, doubles as a recruitment and events network. Similarly, the Guardian, which in 2011 adopted a ‘digital first’ strategy, has a growing number of business tiers, while engaging in SEO, social media, events promotion and other traditional B2B marketing activities. In tune with this trend, Wired U.K. recently launched an in-house business consulting service.
Anyone can be a publisher! Really?
In his 2006 book, Convergence Culture: Where Old and New Media Collide, Henry Jenkins writes that new content creation tools and distribution platforms “have lowered the barriers of entry into the marketplace of ideas,” blurring the distinctions between “producer and consumer, between consumers and citizens, between the commercial and the amateur, and between education, activism, and entertainment.”
The proliferation of content curation platforms like Percolate, Themeefy, Scoop.it and as of late, Pinterest, has levelled the playing field for just about anyone to create, own and publish their own personalised publications. Once pushed into the digital space, stories can be remixed, reused and recycled for as long as the internet shall live.
And when content production barriers are continuously pushed down, virtually anyone can be a journalist and achieve authority in the digital space as long as they gather, filter and distribute content in accordance with journalistic values.
There is, however, one vital ingredient that you need in order to be a credible publisher, and that is readers’ trust. You simply need it, and you need lots of it.
Despite all these new players, my research demonstrated that traditional publishers are still a trusted voice. So it’s incumbent on brands to build credibility and gain their audience’s trust by adhering to the same values and standards as non-branded publications.
Shared values
The bottom line is that to stand out in the glut of online voices, a branded newsroom needs to meet three conditions: It has to be open, transparent and rigorous; it has to adhere to journalistic values; and it has to embrace technological innovation (which, I might add, many branded newsrooms are doing better than traditional ones).
As someone who has crossed the divide between journalism and marketing, this conclusion makes me embrace my former journalistic self even more. In my experience, the tensions between being a journalist and being a marketer have disappeared and the boundaries between the two fields have long blurred.
I’m always happy when I read that other people are still mentioning Henry Jenkins’ amazing bookConvergence Culture: Where Old and New Media Collide. I used it as a very important source when a was writing my dissertation about Transmedia Storytelling as a marketing tool. Today, the book is six years old, but still very accurate and unique.
Finally, an argument in favour of brand journalism (and a strong one to boot) http://t.co/mTmMVKSn by @BisAnderson via @Sparksheet
When Journalism and Marketing Converge http://t.co/NlzBUwRX
When Journalism and Marketing Converge http://t.co/D0lxUQuU
When journalism and marketing converge… via @sparksheet. http://t.co/EvetfpjM
When journalism and marketing converge… via @sparksheet. http://t.co/EvetfpjM
Does the rise of brand journalism signal more transparency (and accountability) for businesses? http://t.co/fenGGTD8 by @BisAnderson
When Journalism and Marketing Converge http://t.co/y3FRq3fO << My guest blog debut for @Sparksheet
Read our content marketer Biserka Anderson's guest blog for award-winning magazine Sparksheet http://t.co/qwGBDlaZ
#sparksheet When Journalism and Marketing Converge http://t.co/vHFSwHr1
Does the rise of brand journalism signal more transparency (and accountability) for businesses? http://t.co/fenGGTD8 by @BisAnderson
When Journalism and Marketing Converge | Sparksheet: http://t.co/xYX003I5
When Journalism and Marketing Converge | Sparksheet http://t.co/41J28QrJ via @newspin
When Journalism and Marketing Converge | Sparksheet http://t.co/41J28QrJ via @newspin
When Journalism and Marketing Converge | Sparksheet http://t.co/41J28QrJ via @newspin
When journalism and marketing converge… via @sparksheet. http://t.co/EvetfpjM
“@ContntMarketing: When Journalism and Marketing Converge | Sparksheet http://t.co/dmePV1YP via @newspin”
#SMspark When Journalism and Marketing Converge http://t.co/3grDlsDP #SM24hrs
Interesting look from a journalist's POV upon becoming a brand journalist: http://t.co/dFOu0oFp #content
When Journalism and Marketing Converge | Sparksheet: http://t.co/JQJD4GHe via @AddThis #content
When Journalism and Marketing Converge | Sparksheet http://t.co/XWVgBGDC
A journalist walks in to a marketing agency … http://t.co/LEnf5Gaa … How content marketing was born.
A journalist walks in to a marketing agency … http://t.co/JbOKnMBG … How content marketing was born.
RT A journalist walks in to a marketing agency … http://t.co/Gn1UQSE3 … How content marketing was born.: A… http://t.co/nyFXqoip
RT @Porrazzo: A journalist walks in to a marketing agency … http://t.co/w4gtYXYd … How content marketing was born.
Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/n6UxZUTn
RT @ThePRCoach – Interesting Article: When #Journalism and #Marketing Converge #PR http://t.co/rwGQSdoR
Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/n6UxZUTn
RT @ThePRCoach: Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/MQ7d8UOk
RT @ThePRCoach: Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/MQ7d8UOk
Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/z5xsdlAQ
RT @ThePRCoach: Brand journalism insight: When Journalism and #Marketing Converge #PR #contentmarketing http://t.co/MQ7d8UOk
Great thoughts on brand journalism: When Journalism and Marketing Converge | thnx @Sparksheet http://t.co/ammDUXXE
J: Hi, I'm Journalism. M: Hi, I'm Marketing. J&M: Let's be friends! http://t.co/oU0V1aL8 (via @sparksheet)
'When Journalism and Marketing Converge': Britse oud-journaliste over #contentmarketing, http://t.co/9gqo1HEM #pr #journalistiek
When Journalism & Marketing Converge – A reporter walks into a marketing agency and a "brand journalist is born http://t.co/m7yeqwVJ
Look out Marketing, here we are! When Journalism and Marketing Converge | Sparksheet: http://t.co/uKLIKgZr via @AddThis
'When Journalism and Marketing Converge': Britse oud-journaliste over #contentmarketing, http://t.co/9gqo1HEM #pr #journalistiek
When Journalism and Marketing Converge http://t.co/U0UsPs9T @bisanderson is absolutely right – anyone is a publisher!
When Journalism and Marketing Converge | Sparksheet: http://t.co/vl73hDr3 via @AddThis
When Journalism and Marketing Converge | Sparksheet http://t.co/iXfe8mCY via @newspin
RT @sparksheet: When #Journalism and #Marketing Converge http://t.co/f1aBCBFn
Goed stuk! @ContntMarketing: When Journalism and Marketing Converge | Sparksheet http://t.co/ByoZKE8c via @newspin"
Goed stuk! @ContntMarketing: When Journalism and Marketing Converge | Sparksheet http://t.co/ByoZKE8c via @newspin"
Goed leesvoer RT @sparksheet: When Journalism and Marketing Converge http://t.co/0qmlqwPX #Bijlpr
Goed stuk! @ContntMarketing: When Journalism and Marketing Converge | Sparksheet http://t.co/ByoZKE8c via @newspin"
De 'branded journalist' is nu heel gewoon: RT @sparksheet: When Journalism and Marketing Converge http://t.co/mtEWRJcw via @AartLensink
De 'branded journalist' is nu heel gewoon: RT @sparksheet: When Journalism and Marketing Converge http://t.co/mtEWRJcw via @AartLensink
Goed leesvoer RT @sparksheet: When Journalism and Marketing Converge http://t.co/0qmlqwPX #Bijlpr
A reporter walks into a marketing agency and a “branded journalist” is born. http://t.co/0OuUL7tm – When Journalism and Marketing Converge
Journalistiek en #marketing gaan steeds vaker samen. http://t.co/YBAOUwQg
Journalistiek en #marketing gaan steeds vaker samen. http://t.co/YBAOUwQg
Journalistiek en #marketing gaan steeds vaker samen. http://t.co/YBAOUwQg
A journalist's perspective from @Brightfireview @bisanderson RT @sparksheet: When Journalism and Marketing Converge http://t.co/CxtVKfkt
When Journalism and Marketing Converge | Sparksheet: http://t.co/gQHfZmSi via @AddThis
When journalism and #marketing converge: http://t.co/WSOqkaQR
When Journalism and Marketing Converge http://t.co/klyT1SPA via @sparksheet
Great article of where we came from and where we are going…When Journalism and Marketing Converge | Sparksheet: http://t.co/qrS9aonD
When Journalism and Marketing Converge | Sparksheet: http://t.co/n93PwCsc > A neat, well argued perspective.
Great article of where we came from and where we are going…When Journalism and Marketing Converge | Sparksheet: http://t.co/qrS9aonD
Thanks Simon! RT @simonmustoe When Journalism and Marketing Converge | Sparksheet: http://t.co/lwhHdHTQ > A neat, well argued perspective.
Merken die zelf uitgever worden, krijgen pas vertrouwen als ze journalistieke principes hanteren. http://t.co/oaRv35dN
A reporter walks into a marketing agency… http://t.co/znzYH1yp #contentmarketing
What is the bias– expertise tradeoff of #brandjournalism– @sparksheet http://t.co/j86nLKcI
When Journalism and Marketing Converge – http://t.co/4fkhSqhN
'When Journalism and Marketing Converge' via @Sparksheet –> http://t.co/Rd5sujSJ
When Journalism and Marketing Converge http://t.co/Gxl0rJKw What are your thoughts? ^JZ #mktg #pr #comm #journalism
Though being a #BrandJournalism has lowered the bar for publishing, the keys to success haven't changed http://t.co/6E8AWddb @Sparksheet
@dmscott I've referenced you in my research http://t.co/O8lvdMXi Let me know if you'd like to read the whole thing and I'll send it to you.
When Journalism and Marketing Converge | Sparksheet: http://t.co/QMO5HRAr
When Journalism and Marketing Converge | Sparksheet: http://t.co/UUVi2WcW
When Journalism and Marketing Converge | Sparksheet: http://t.co/6TWqUkSp
MT @dougkessler: When Journalism and Marketing Converge, insightful b2b brands will get the lead story. | Sparksheet: http://t.co/vxLy0W5M
RT @willinghamb2b @dougkessler: When Journalism & Marketing Converge, insightful #b2b brands will get the lead story http://t.co/oQJkIBOX
RT @sparksheet: When Journalism and Marketing Converge http://t.co/9oYvOJ6y
[…] A reporter walks into a marketing agency and a “branded journalist” is born. What once seemed like the set-up to a joke is just a reality of the new media age, explains content marketer Biserka Anderson. […]
[…] When Journalism and Marketing Converge (sparksheet.com) […]
[…] pieces of news in the small Norwegian media landscape made me reflect about how we see a gradual convergence of journalism and the buzz term content marketing. Here are the stories (links to Norwegian […]
[…] pieces of news in the small Norwegian media landscape made me reflect about how we see a gradual convergence of journalism and the buzz term content marketing. Here are the stories (links to Norwegian […]