5 Keys to Brand Journalism
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Transcript of 5 Keys to Brand Journalism
5 Keys to Brand
Journalism
Presented by:
Katelyn Davis
katelyndavis.com
What is Brand Journalism?
Traditional marketing and advertising has
always focused on prompting a behavior
change or action on the part of customers.
What is Brand Journalism?
Traditional marketing and advertising has
always focused on prompting a behavior
change or action on the part of customers.
The “Buy this,” “Go here,” “Call us” method.
What is Brand Journalism?
Brand journalism involves telling journalism-
style stories about a company that make
readers want to know more, stories that
don’t read like marketing or advertising
copy.
What is Brand Journalism?
Brand journalism involves telling journalism-
style stories about a company that make
readers want to know more, stories that
don’t read like marketing or advertising
copy.
It means having conversations with your
customer — not preaching at them.
Why Brand Journalism?
As a culture, we lost faith in companies and stopped trusting them. We changed both the way we perceive companies and the way we make buying decisions.
People today are so inundated with advertising and marketing speak, they now filter out marketing messages and a well-told story is the best way to get your message across.
#1 Create
Characters
Create subject matter experts (SMEs)
out of your team members. Use these
people to share your stories in a
creative and personal way.
#2 Humanize Your
Company
Your social program should revolved
around your people. Feature your
employees and your customers in your
content. Share what they're doing and
what matters to them because this is
what will speak to your audience.
People connect to people, not to logos.
#3 Tell a
Story
Purposeful storytelling makes for remarkable experiences. Often times the
behind-the-scenes aspects of your
business end up being what is most
interesting to your audience. And
remember to be authentic, this is crucial
to storytelling. Every aspect has to be
right, down to the very last detail.
#4 Train Your
Audience
Create a schedule, an editorial calendar,
then run your social program like a
newsroom. Being able to rely on certain
information at a certain time will help you
to train people to seek your content and
keep them coming back like clockwork.
#5 Crowdsource
Your Story
Use your audience as brand advocates and invite them to share their story, which
is your story, on your outlets. Use their input
to curate a news portal. While it is good
practice to use others, do not rely on
them solely.
What Does Success Look Like?
Once you get off the ground running, your
audience will tell you what works and what
doesn't. They will start to dictate your
content. Follow up with things that get the
most likes, comments, and shares and do
less of what gets the silent treatment from
your audience. As your audiences'
engagement grows, so will your networks
and the content that you deliver to them.
Examples of Great Brand
Journalism in Action
Click to view.
About This
Author Katelyn Davis
Social Media Strategist, Web Content
Consultant, & Communications
Professional
www.KatelynDavis.com