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Branded content and brand journalism

Why rely on the media to create high-quality content for your brand, when you can do it yourself?
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Increasingly, smart brands are cutting out the middleman and creating their own high-quality content and distributing it to their audiences through direct mail, direct email, their website, or social media.

By focusing on the needs, wants, and interests of their specific audiences, these brands are turning their content into “must-read”, “must-listen” or “must-watch” material for consumers.

Getting branded content right means using the right people with the right talents to create it — people who are trained to identify and tell a story in the most interesting way possible.

Hire a brand journalist

Typeset has a global network of highly trained, experienced journalists who have left the traditional newsroom behind to create content for brands like yours.

Our co-founder Dan Hatch has been a professional storyteller for 20 years — spending much of that time in newspapers and radio. As a cadet reporter he honed his skills trying to make the “Trader of the Week” advertorial an unmissable part of the paper — whether the subject was a local plumber or the town’s undertaker!

Marketing has come a long way since the days of a simple advertorial, but Dan’s key principle remains: we have to create content the target audience wants to consume.

A good brand journalist will:

  • Understand your brand and your key messages
  • Understand your audience and their needs
  • Be able to identify the most interesting, entertaining, or informative story to tell
  • Tell the story in a compelling way
  • Help you drive profitable customer action through good storytelling.



A group of gumby-like plastic figures stand around listening to another gumby-like figure talking through a megaphone. This is symbolising branded content and brand journalism. Hey, it's not an easy subject to find a good image for!

Did you know?

90% of top-performing content marketers prioritise their consumer’s informational needs over a promotional message.


If you need a brand journalist to create compelling branded content, get in touch for an obligation-free chat.

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