Shareen Pathak

Drawing lines between these disciplines can help put in the place the right KPIs and mindsets.

As gambling companies push into media, some are opting to buy properties while others are partnering or building their own.

Google makes a big change that will reward content that is designed with audience needs in mind.

Content focused on a highly specific need or topic often finds an audience much quicker, and provides much clearer opportunities for differentiation.

Two years into advising a plethora of brands, here are our top takeaways from the work we’ve done with brand publishers.

Tighter economic conditions will mean leaner, more productive brand publishing teams.

Before they get into creating processes and distribution frameworks, brands should ensure reporters are part of a content team, not just columnists.

Lowering trust of the media and the accompanied decline in engagement presents a new reality for brands, who for years employed sleight-of-hand tricks to make their content look and feel as close to traditional media offerings as possible.

A downturn will lead to inevitable pullbacks but could present glimmers of opportunity for those with strong editorial propositions.