{ Storytelling }
Brand Journalism
Brand Journalism is “story-first” marketing that focuses on your people, your customers, and the challenges you’re overcoming together.
Brand journalism also humanizes your company by building credibility and trust through thought leadership and real-life examples.
Why Does My Business Need Brand Journalism?
Consumers today are so inundated with advertising and marketing that they reflexively filter out marketing messages. A well-told story is the best way to get your message across.
Brand journalists identify the elements of a marketing campaign or strategy that would make great stories and determine how to deliver them for maximum impact. It’s about producing content with real value that educates, engages, and builds trust.
Good brand journalism positions the company as a leader in their industry and a reliable place for valuable information.
What Does Brand Journalism Include?
Blogs & Case Studies
Editorials & Press Releases
Email Marketing
Podcasts
Reports & Whitepapers
Social Media
Video content
Website copy
Goals of Brand Journalism
Brand Awareness
Use brand- and user-generated content to tell stories about your company & loyal customers
Thought Leadership/Credibility
Provide objective information and leverage your expertise to convey value to prospects
Address Industry News
Create value with content that is more informative and entertaining than promotional
Generate Qualified Leads
Build relationships with prospects and become a trusted advisor for existing clients
Brand Journalism vs. Content Marketing: What’s the Difference?
Brand Journalism
- Concerned with story
- Content engages the audience
- Audience Advocate
- Aligns with interests of the audience
Content Marketing
- Concerned with utility
- Content promotes products/services
- Brand Advocate
- Aligns with marketing messages
