Content is king. Now, content is just as valuable as products. Brands are investing huge amounts of money into content.
Content marketing helps companies plan and communicate, create at large scales, and distribute their pieces.
In order to continue, marketers needed to find new ways to publish different types of content for other purposes. These included lead generation, brand awareness, and more.
This is how they kept the conversation going with their customers and remained creative. Brand Journalism became popular as a way to speak to users differently.
Brand journalism can confuse people. Many people think it is just another term for Content Marketing. But it is not. It requires a new way of thinking. This is what we will cover in this article.
What is Brand Journalism?
Previously, brands that wanted to promote themselves through journalism had to approach third-party channels or companies to pitch their ideas.
This is not needed anymore. Today, we have brand journalism.
Brand journalism is when a brand uses its own media outlets to tell stories about itself and engage readers. This is similar to a company viewing itself as a paper.
Larry Light, McDonald’s CMO, created the concept in 2004,
By adopting the mindset of professionals and even the industry itself, the results are different, and they attract more attention.
Brand Journalism is a hybrid between traditional journalism and content marketing. It aims to inform the public objectively but also to encourage them to interact with the company.
Brand Journalism is less sales-oriented than Content Marketing.
Businesses use brand journalism for a variety of purposes, which we will cover in a later post. However, it does not directly drive sales.
It’s a channel that’s used to inform and create value.
Brand Journalism is more concerned with the impact and effect of articles and stories.
Marketers can attract new readers by telling compelling stories.
Content marketing tends to focus on topics that your business and your customers find interesting.
Brand journalism is all about you. You can talk about the people you work with, your challenges, your case studies, your hacks, and much more.
These articles, though, about your business are still stories. Your articles should be personal and show your staff in a realistic way that consumers can relate to.
It’s all about humanizing a company and making it someone that customers can trust. It’s also important to present those stories in a way that will make users want to share them.
We should also mention that, in addition to what we have said, brand journalism employs many of the same tactics as traditional journalism.
It is, therefore, objective, trustworthy, and honest. This is not about fabricating lies or making up stories to manipulate people. Transparency is key.
Why is it important to you?
Let’s discuss its importance a bit more. Let’s look at the typical purposes.
Create awareness
Marketers use brand journalism to raise awareness. The idea is to increase awareness of your brand and what you do. You can achieve this by publishing original stories often.
Your brand will be more successful if users are satisfied with what they read. They will also know that they can use your blog as a great channel.
Think like a leader
Brand journalism is essential to establish your brand as an industry leader. You can then start to inspire your readers and guide their reflections.
By choosing to discuss a particular topic, you generate interest and demand for it. The subject is now relevant for everyone.
You’re a known authority in your field. You will succeed if you focus on the personal stories that surround your brand.
You’re the person who initiates discussion about topics that are important to your business. It’s much easier to teach people what you want them to learn.
Brand Journalism is the foundation for Content Marketing.
Address Industry News
Industry news can be informed by brand journalism. The company will inform readers of what is new, what’s hot, and what they need to pay attention to.
You can also educate your audience by addressing the topics that will be most beneficial to your business.
It is best to use traditional journalism tactics when creating brand-related content since it is all about spreading news. You can get the expertise of journalists by letting them work on it.
Lead generation
Honesty is the best way to engage an audience. People tend to respond positively when you tell great stories about your company.
Conversion and lead generation are the natural results. You still get what you wanted, even if you didn’t choose it.
This becomes even more apparent when we analyze certain case studies, as we will later do in this article. Most companies begin their brand journalism journeys without defining the purpose.
They want to tell stories just for their sake. People will respond when you are passionate and true.
Next thing you know, your base of friends will include many new people. Then, you have to maintain the relationship.