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.
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: