In a crowded content landscape, brands need more than noise - they need stories that resonate. Business Insider is built on the power of trusted, people-first journalism. Through BI Studios, our creative engine, we help brands tap into that same editorial craft to create content that earns attention, builds trust, and drives real impact. View More

We live in a world where everyone’s a creator, and attention is the most precious currency. So how do brands show up in a way that feels authentic - not forced? It starts with storytelling that feels human, relevant, and real. That’s where Business Insider comes in.

This session pulls back the curtain on how BI Studios brings the magic of journalism to branded content - crafting stories that tap into big cultural currents: the changing workplace (think AI, leadership, and hustle culture), disruption in power industries (from Big Tech to Wall Street), and the people redefining success along the way. We’ll share what works, what flops, and why applying an editorial lens helps brands earn trust and connect with ambitious, future-focused audiences.

We will break down real campaign examples, unpack why newsroom-inspired content delivers a bigger impact, and leave you with smart, actionable ways to rethink your brand’s storytelling game.
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