Crafting great journalism is hard. Not only do you need an important story to tell, a smart journalist has to figure out how to get the facts, arrange them into a meaningful narrative, write it up smartly, and then get it in front of the public.
In contrast, most sponsored content or native advertising should be considerably easier to make. With some notable exceptions, brands aren’t commissioning investigators to break down doors to get the hard facts, they’re writing lighter fare that generates clicks but usually doesn’t raise eyebrows.
And yet, sometimes sponsored content ends up being not just bad, but potentially damaging to both the brand who sponsored it, and the publisher who ran the story.