Os novos caminhos do jornalismo na criação de conteúdo para marcas: por dentro do programa "Cuida, Gente!"

Abstract

The present study develops an observation about the new paths for the journalism professional in the creation of content for brands, mainly from a more demanding audience due to matters of relevance. As research objectives are the presentation of this new role and the concepts of Branding, Content Marketing and Branded Content; how the process of creating content for brands works, specifically in the case of Unimed Natal and the "Cuida, Gente!" Program. It is concluded that the program acts as a connection strategy and consumer experience. The nature of this research aims at being qualitative, exploratory-descriptive.