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Wednesday, July 24, 2019

We need to talk marketing ethics: What to consider as a content writer

Natasha Lane
Originally posted June 30, 2019

Here is an excerpt:

Are content marketing ethics journalism ethics?

Content marketing and blogging aren’t journalism. Journalism is primarily impartial, and when content is created as part of a business’ marketing strategy, it’s understood that it can’t be entirely impartial.

However, well-written content (whether it’s blog posts, case studies, how-to guides, white papers, etc.) will have journalistic value. The bottom line is that a brand should seek to provide value through all their marketing efforts, so rather than trying to sell, content created with the intention to inform and teach its audience will be a legitimate resource to its readers.

And to make something a trustworthy resource, you’ll need to stick to the same ethical principles of traditional journalism. It’s about being honest and outright with the reader – honest in your intention to inform truthfully and honest about your biases. Providing appropriate disclosures to acknowledge potential conflicts of interest and making it clear in the byline for which company the author works are the most basic starting points.

Whose responsibility is it? 

In an era when audience trust is increasingly difficult to gain, businesses are best advised to follow white-hat practices across all their marketing strategies. But we have to face the facts – that won’t always be the case.

As freelance writers, we come across all sorts of offers. I know I did. It might be a request to write a review for a product you’ve never tried or to plug in some shady statistics.

The info is here.