We’re in the content era. Content now is as valuable as the products themselves. That’s why brands are investing a whole lot of money in it.
Content Marketing has helped companies understand how to plan their communication, produce at a large scale, and distribute pieces everywhere.
To keep going, marketers had to think of new ways to publish content with different purposes, such as lead generation, increasing brand awareness, and others.
That’s how they remained creative and continued the conversation with customers. The term brand journalism then became prominent as a strategy to talk to users differently.
Brand journalism can be confusing for people. Many think that it’s just another expression for Content Marketing. But it’s not. It involves a whole new mindset. That’s what we’re going to cover in this post.
Here’s what we’re going to see:
- What is brand journalism?
- Why is it important?
- How is it used?
- How are those large What Brand companies using brand journalism?
Are you ready? Let’s go!
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Back in the day, whenever brands What Brand needed journalistic promotion, they had to go to outside channels and third-party companies and then pitch whatever they wanted to publish.
Today, that’s not necessary anymore. We have brand journalism.
Brand journalism consists of a brand using its own media to publish stories about itself and engage readers. It’s pretty much like a company thinking of itself as a newspaper.
McDonald’s CMO, Larry Light, created the concept in 2004.
By incorporating the mindset and even the professionals of an industry, they get different results and drive more attention to them.
So, brand journalism stands between traditional journalism and Content Marketing. As it seeks to inform people objectively, but also try to israel phone number data convince them to engage with the company.
However, it’s important to point What Brand out that brand journalism is not as sales-oriented as Content Marketing usually is.
Even though businesses use brand journalism everything you need to know about content marketing for several purposes (which we will discuss later on), it’s clear that the strategy doesn’t focus on driving sales directly.
Instead, it’s more of an informative channel phone database to create value and let people know what’s going on inside the company.
While Content Marketing is interested in the outcome (the decision users need to make), brand journalism concentrates more on the effect and impact that articles and stories provoke.