Guimarães, Francisco de Assis DuarteRebouças, Danielle Carvalho2022-12-232022-12-232022-12-19REBOUÇAS, Danielle Carvalho. Os novos caminhos do jornalismo na criação de conteúdo para marcas: por dentro do programa "Cuida, Gente!". 2022. 48f. Trabalho de Conclusão de Curso (Graduação em Jornalismo), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/50622The 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.Conteúdo; Jornalismo; Marca; Branding; Marketing; Branded ContentbachelorThesisCNPQ::CIENCIAS HUMANAS