What is brand journalism, anyway?
According to Ad Age magazine, brand journalism is “a modern marketing imperative” and “the best way to attract and interest consumers with a continuing flow of valuable, relevant, integrated and engaging content -- advertising, articles, blog posts, social media, live events, videos and social media.” Major brands like McDonald's, Verizon and Red Bull have made it part of their marketing strategy. But is it right for you?
Just as modern technology has radically changed how consumers take in marketing messages, so have consumers changed. People want -- and expect -- to be engaged. More importantly, they demand more from their favorite brands than a straightforward sales message. As the expert on your particular brand or product, you have a wealth of information to share with your customer, and many different ways to share it that didn't exist even ten years ago. Brand journalism invites you to connect with your customer, whether you're a household name or a fledgling brand. Consumers want to hear from you -- and brand journalism, when done right, is a great way to get the conversation started.
"But my company already has a blog," you might say. Or maybe you're thinking, "We're too small to do this brand journalism stuff. Sounds expensive." If you're intimidated by the lingo surrounding brand journalism, don't be. It's less about throwing money at marketing (or simply creating a blog and calling it a day) and more about making smart decisions targeted at reaching your customer.
What does your customer want to know? What does she or he care about? What information will make him or her feel your brand or company is a leader in your field? These are all questions that brand journalism can answer with targeted, soft-pitch content that has value to your customer.
No one likes to feel battered by a sales pitch -- and these days, that old school approach is much more likely to get a negative reaction than it would have even five years ago. Winning over customers now requires a new way of thinking, one reflected in the media they already accept and consume.
Given our years of experience in B2B and B2C journalism, we know how to craft the content that will resonate. You don't have to create an entire website (like Wells Fargo) or magazine (like Red Bull) to have an impact. Ask us to learn more.
Just as modern technology has radically changed how consumers take in marketing messages, so have consumers changed. People want -- and expect -- to be engaged. More importantly, they demand more from their favorite brands than a straightforward sales message. As the expert on your particular brand or product, you have a wealth of information to share with your customer, and many different ways to share it that didn't exist even ten years ago. Brand journalism invites you to connect with your customer, whether you're a household name or a fledgling brand. Consumers want to hear from you -- and brand journalism, when done right, is a great way to get the conversation started.
"But my company already has a blog," you might say. Or maybe you're thinking, "We're too small to do this brand journalism stuff. Sounds expensive." If you're intimidated by the lingo surrounding brand journalism, don't be. It's less about throwing money at marketing (or simply creating a blog and calling it a day) and more about making smart decisions targeted at reaching your customer.
What does your customer want to know? What does she or he care about? What information will make him or her feel your brand or company is a leader in your field? These are all questions that brand journalism can answer with targeted, soft-pitch content that has value to your customer.
No one likes to feel battered by a sales pitch -- and these days, that old school approach is much more likely to get a negative reaction than it would have even five years ago. Winning over customers now requires a new way of thinking, one reflected in the media they already accept and consume.
Given our years of experience in B2B and B2C journalism, we know how to craft the content that will resonate. You don't have to create an entire website (like Wells Fargo) or magazine (like Red Bull) to have an impact. Ask us to learn more.
Liane Bonin
Abby Ventzke
lianeboninstarr@gmail.com * askwordstarr@gmail.com
Abby Ventzke
lianeboninstarr@gmail.com * askwordstarr@gmail.com