Inside the Content Machine

Many of the freelance writers I know cobble  together their income from a mix of projects:  journalism, copy writing, web production work, and cranking out content widgets. Call that last bit what you will — content marketing, brand journalism, native advertising — skilled writers can make good money in this sector of the word market.

And there’s a fat supporting industry to all that content marketing gold — books, classes, fancy conferences. On Tablet, Sean Cooper attends a content marketing conference to find out how the content industry is selling itself — and selling itself out.

…the roaring fire that was 20th-century nonfiction magazine literature has been hosed down to wet coals. In this new 21st-century post-literature era, the techniques and tools of the journalism trade have been plundered by scavenger industries, which rightly foresaw profit opportunities in what has been called branded content, native advertising, or content marketing, which agglomerates techniques used to build characters, create narrative arcs, and establish tones of voice that once served as conduits for nonfiction writers attempting to intimately mind-meld with readers. While journalism continues to struggle, burgled storytelling devices are being leveraged at scale by content-marketing agencies and branding studios that publish content stories to satisfy shareholder expectations. One industry analysis estimates that the content-marketing business will be worth $215 billion in 2017. The Struggling Writer is here to see them count the money.

Read the story


from Longreads https://longreads.com/2017/07/28/inside-the-content-machine/

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