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 how to deliver them for maximum impact. It’s about producing content with real value that educates, engages, and builds trust.
Good brand journalism forms a hub of content that becomes the ‘go to’ place for consumers. It 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 readers and prospects
Address Industry News
Create value with content that is more informative and entertaining than promotional
Generate Qualified Leads
Build relationships with ideal 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
- Brand Advocate
- Aligns with brand messaging
Client Results
Marcia Campbell, CPA
Marcia L. Campbell, CPA, a division of Smith Marion, needed to build a stronger online presence, attract more leads, and establish herself as a thought leader in the world of accounting and fiduciary services. KWSM utilized brand journalism to humanize her expertise, attract the right clients, and increase her visibility in a competitive space.
Through weekly interviews, KWSM captured Marcia’s expert insights on niche topics in the fiduciary field and turned them into SEO-optimized content. This content was strategically crafted to provide a unique point of view, voice, and value to her target audience while ranking for first-page keywords, AIOs, and featured snippets:
My business has grown immensely because of their input and hard work. We receive three or more inquiries per week from the website and more from the internet because of the SEO. The inquiries come from the whole state of California, surrounding states, and across the country.”
