The struggles of traditional media, combined with increasing recognition of how reporting and storytelling can benefit brands, have led to the creation of a new category of content: journalistic-style writing in corporate publications.
I've dabbled in this sort of writing for 20 years—one of my first paying gigs was to create a magazine for the members (and prospective members) of an operating engineers' union in Des Moines, where I went to college. Since then, I've done work for corporate clients including Adobe, Motorola, Qualtrics, Sears, Staples, Symantec and Stryker, as well as several financial institutions (Northern Trust, SunTrust, Regions, U.S. Bank and Wells Fargo, to name a handful).
It turns out that one of my greatest strengths as a writer — translating complex, technical subject matter into a digestible, relatable narrative — is both a good fit for the demands of brand journalism and also something I enjoy.