Brands are hiring journalists and building standalone publications around their products

You might have heard: Sponsored content is growing quickly as a business modelas news organizations such as The Washington Post and The New York Times experiment, but the industry is divided on the role editorial staff should play

But did you know: Mattress manufacturing startup Casper is hiring journalists ahead of launching its standalone website about sleep and has hired Elizabeth Spiers, former editor in chief of the New York Observer and founding editor of Gawker, as editorial director. Meanwhile, online retailer Dollar Shave Club is also building its editorial team, but hasn’t decided whether it will launch a standalone site or revamp its existing blog. Casper’s editor in chief Jeff Koyen says: “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.”