Read All About It: Brand Journalism Is Taking Hold

There's a growing phenomenon in the content world called Brand Journalism. Some say it's the same as content marketing, but that's not exactly true. I would contend that Brand Journalism is a subset of content marketing. Where content marketing can consist of anything from blog posts, infographics, white papers, and ebooks, Brand Journalism strictly follows the traditional news/feature article format. One definition of Brand Journalism is "using the credibility and influence of news to tell a corporate story." It's based on the fundamentals of traditional journalism and good storytelling. It's content marketing because it informs rather than sells, it isn't focused on specific brands, and it's meant to highlight thought leadership.

Brand Journalism can be used in many ways. Some larger companies have set up their own microsites and treat them as separate news outlets focusing on industry and company news. Others place news articles in industry or business magazines. Even some longer form blogs from company executives are considered Brand Journalism.

Many businesses find they don't have the expertise on staff to handle this type of content so they're either hiring former journalists or outsourcing to writers with a journalism background. As a former newspaper reporter, I have a number of clients contracting with me to produce this type of content. The disciplines I learned in journalism school and honed as a working reporter come in handy when researching, interviewing, and composing these articles. The goal is the same as when you're on deadline at a newspaper: develop a compelling story and craft it so it's interesting to the reader.

Here are three reasons you should consider including Brand Journalism in your overall marketing plan.

1. You control the message

Instead of putting out a press release and hoping some news outlet publishes it or spins it into a bigger article, you control the content from the outset. You decide what's interesting to your target audience and then tailor the content for them. If you're publishing on your own site, you're not bound by space or editorial restrictions that may alter what you want to say. The piece still has to be well written and worthy of a reader's time, but now you're in charge.

2. You speak directly to your customers

Instead of an editor interpreting or filtering your message, you're able to reach out and touch your prospects and customers directly. This ensures that your views and opinions get delivered accurately and the way you intended them. It also allows you to provide a vehicle for direct responses so you can get valuable feedback, crucial in today's business climate.

3. You cut through the clutter

With marketing information reaching overload in today's "always-connected" digital world, people tend to tune out many marketing messages. Framing your content as informative, journalistically crafted articles helps you break through the fog of negative thinking that sometimes blocks marketing collateral. People no longer want to be sold; they want to be informed. Brand Journalism done correctly accomplishes that goal while helping you reach your target audience.

Brand Journalism won't replace traditional advertising or other commonly accepted content marketing vehicles. It just becomes another arrow in your marketing quiver and can be an effective way to promote your brand.

Have you  begun to use Brand Journalism? How can this format fit into your marketing program?