One of the most interesting things about the new web service Contently, which launched today, is the introductory statement on the site: “Contently powers content creation for cutting-edge brands and forward-thinking media companies.”
Just a year ago, no site like this would’ve included the words “cutting-edge brands” as part of the equation.
Contently is a site where freelance journalists can, essentially, hawk their wares. They can create a profile and aggregate their work, and even use the site to take payments through PayPal. Presumably, if the site draws in enough journalists, entities in need of good writing will come to the site to find a good writer.
In the past, the gigs freelance journalists were looking for involved newspapers, magazines, news web sites, and the occasional gray-area publication like an airline magazine. And when corporate brands went looking for writers, they generally didn’t look for journalists — because the brands weren’t creating content that was journalistic. Brands pumped out marketing — a kind of writing that acts like kryptonite on most journalists.
All that’s changing. Journalists and brands are meeting in the middle, to benefit both. Brands are finding that journalistic content works — as has been described in a number of posts on this blog. And journalists are finding that they can cut deals with brands to do credible, authentic work that’s not anything like marketing messaging.
As Contently founder Shane Snow told Columbia Journalism Review: “We thought if we could connect good professionals who are now out of work with publishers who care about professional quality work, not SEO, content-farm stuff, then we could create a business out of that.”
If Contently can create that marketplace, it could give a lift to branded journalism.