The term ‘Brand journalism’ often bamboozles people, who assume it’s just another synonym for Content Marketing. That it is not! Brand journalism is a creative way of engaging customers in conversation with your brand. It actually paves the way for your content marketing. Here’s how it works:
Traditionally, companies commissioned outside PR agencies to pitch their stories to the media. Today, this is no longer the de facto strategy. A company can use its own media to publish stories about itself and engage audiences. Think of it like running your own in-house magazine. This is about creating a platform and narrative that you can control and through which you can communicate a clear and aspirational vision. This is about engaging the hearts and minds of customers and less so about getting them directly into the sales funnel. This is about establishing an editorial board (mainly comprising Communications Managers from across the company) to evaluate which issues are important for their readership to know the company’s opinion on.
Tech firms are increasingly adopting this mindset and even pulling journalists in from traditional media to run the show. For example, Vodafone’s head of editorial & content is a former technology editor for BBC News. While content marketing focuses on the outcome (bagging leads and conversions), brand journalism concentrates more on the impact that stories create.
The main motivation driving brand journalism is the desire to humanise your company and present it as a trustworthy brand. These stories should be objective and honest and yet be written in a compelling way such that readers feel inspired to share. Here’s what you get out of it if you do it right:
Greater awareness and stronger content recall
A steady pipeline of well-written stories increases brand awareness. People learn to know who you are, what you stand for, and why they should take notice of what you have to say. If readers learn something from your stories, they will remain connected with your brand and recommend others tune in too. Executed well, you can ensure your platform becomes the go-to destination for all things related to your field of expertise. And if your content is smoking hot, reporters will keep an eye on your publications too. So, great brand content drives earned media.
Thought leader status
What are the characteristics of a great thought leader? They stand behind your vision with conviction. They are messengers of the vision and of the revolution you are instigating. They generate passion and excitement for the cause. They influence, build and maintain your networks. They drive the conversation.
Earning a position as an expert and forerunner in the market no longer solely entails the delivery of impassioned speeches at tech events. Authority in important industry issues can be demonstrated through online brand journalism, making it easier to educate audiences on what you want them to know and when you want them to know it.
Greater exposure through newsjacking
Just as traditional journalism performs a public service by providing citizens with critical information to make informed decisions, brand journalism can be used to inform industry news. Known as newsjacking, this is the practise of aligning a brand with trending topics and current events in an attempt to generate attention. It’s a great way to create traction in public debate.
Lead generation over the long-term
Brand journalism won’t necessarily result in immediate sales, and this can make execs feel nervous about investing money in such a programme. However, readers will get to know your brand through this content and when they’re ready to explore your portfolio, these prospects will be more likely to engage with your sales materials. They’ll have already built up a picture of who you are, whether or not you can be trusted, and as a result, subsequent negotiations will likely be more productive.
Here are some examples of brand journalism in action:
IBM
- Good Tech Blog – showcases what IBMers are doing to change the world.
- IBM Research – is all about inventing what’s next!
Microsoft
- Stories – including features on burning issues.
Intel
Cisco
Vodafone
Yours can be even better! Want to start a brand journalism programme?
