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If done right, branded content can be equally as engaging and meaningful as traditional journalism, Lewis D'Vorkin says.
Many of the marketers we engage with at Forbes want to participate in branded content or 'brand journalism' because they see that this type of content can really matter.
We don't need to try to argue that brand journalism is the same as traditional journalism - because it's not - but it can be effective and impactful in its own way.
Brands are already producing content that is of strong value to their audiences - especially those that can demonstrate unparalleled expertise on a specific topic.
And brands need to be able to understand and meet the agenda of their audiences - not create content that merely serves those within the brand bubble.
While we can be clear that brand journalism and traditional...