Even if it’s complicated to many to think that brands can become ‘publishers’, I believe the media landscape is heading in that path. Anyone can own a group today: a blogger, an instagrammer or a brand. A professional journalist can be hired by a ‘brand’ instead of a ‘publisher’. The publishing platform isn’t as important anymore, unless obviously your ambition is to produce impartial journalism.
It goes with out saying that Content Marketing activities will never replace investigative journalism, hard news and editorials. But what about inspirational videos, articles, infographics, podcasts or games about style, travel or cooking?That’s not as provocative, right?Remember: ‘publishers’ are brands too. At the end of the day, people will choose to devour the best story and the main qualitative content regardless who’s behind it.