Want to Create Meaningful Branded Content? Try a Journalistic Approach

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Long Dash CEO Kate Watts shares a new approach for brands to connect authentically with consumers. Below, in her own words, she suggests ditching the conversion funnel to earn consumer…
Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Long Dash CEO Kate Watts shares a new approach for brands to connect authentically with consumers. Below, in her own words, she suggests ditching the conversion funnel to earn consumer…