The Rise of Brand Journalism

The Rise of Brand Journalism

Our Take:  More companies are trying to become “brand journalists.” Imprint’s Managing Partner Andy Seibert weighs in on how companies can do it right–and wrong.

 

In 2013, with the goal of increasing brand awareness and establishing the company as a trusted health and fitness resource on the web, the online fitness company DailyBurn decided to launch an editorial site. Life by DailyBurn now features hundreds of health, fitness, lifestyle and tech articles, plus recipes, all researched, reported and written by five staff editors and 40 contributors.

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