How HSBC uses journalism to reach new customers | Ebyline ::valuing content in post-advertising world::


Can a bank create journalism? It’s not a Zen koan, just what any journalist would be wondering after looking over HSBC’s Business Without Borders website, which recently won the bank and its editorial partners an industry award and which relies heavily not on canned stories but on original, fairly impartial reporting.

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The nut graph: “But corporate content producers are learning to let go of the need to advertise all the time and let editorial people do their thing. And while the brands don’t have the cachet of traditional publishers, they have money and the weight of news producing is shifting, slowly, toward those with the means to hire journalists for original work.”