Uber is hiring an editorial director to lead its branded marketing effort, according to a job listing on the company's website.
"We're looking for an experienced, creative, and dynamic content strategist to join our team and lead the development of owned content to tell the Uber story," the job posting said.
But it's not necessarily looking for a journalist to serve as the content strategist. The right candidate will have 8 to 10 years of experience in advertising, editorial or content strategy, according to the company.
Among the responsibilities:
· Lead the creation of branded content across media, including but not limited to digital, video and print
· Develop new channels as necessary to share and disseminate that content
· Focus on storytelling that brings the stories of riders, drivers, cities and Uber to life in inspiring, compelling and persuasive ways.
The hiring of an editorial director at Uber, which has raised nearly $6 billion from investors, comes as other startups have looked to build in-house editorial teams. Dollar Shave Club, the men's grooming e-commerce site, is hiring journalists to create a digital-only men's lifestyle publication. Casper.com, which sells mattresses, is also assembling a team of writers to produce articles about sleep, according to a report this week in The Wall Street Journal.
These ventures, however, are portrayed as standalone editorial efforts and not the branded content specified in Uber's job listing.
Jeff Koyen, the editor-in-chief of Casper's editorial unit, told the Journal:
"I don't feel like I'll be doing branded content. The goal is to launch an editorial venture and standalone media property. I'm hiring journalists; not marketers."
Content marketing is a hot space right now, with brands expected to spend billions on the practice. It has boosted digital-ad revenue at publishers that create and run branded content, also known as native ads, as well as fueled a cottage industry of companies like Contently, NewsCred, Percolate and Boston-based Skyword that provide services to brands looking to produce content.