Dive Brief: 

• Uber is stepping into the branded content space as soon as it can hire an editorial director. A post is currently on its website. 
• The company joins a host of others building in-house branded editorial content teams and strategies. 
• According to the job description, Uber is looking to develop more branded content that tells the Uber story and find new channels to distribute its content. 

Dive Insight: 

Increasingly, brands are developing in-house staffs to build content. Dollar Shave Club is bringing in writers to build a men's lifestyle magazine, for example. Many publishers have built in-house studios to help create sponsored content, such as Instagram, CBS, and iHeartMedia more recently. Prepare for more brands to bring in editorial directors as content marketing grows.