Brand publishers distance themselves from ‘content marketing’

A growing number of companies are attempting to distance their brand publishing efforts from  “content marketing,” in an effort to gain audience trust, attract higher quality talent, and hold on to dwindling budgets.  It’s a trend that’s accelerated in recent months as brand publishing continues to evolve quickly. Companies are increasingly making public proclamations about their editorial independence and their intent to produce legitimate journalism, as opposed to more product-focused  content marketing.  When marketing firm Huge launched a new magazine in December, for example, it went out of its way to emphasize journalism as a core tenet of the initiative. “The best narratives in business journalism don’t just inform. They tr