Brand journalism may seem like an oxymoron in some ways, since it wasn't too long ago that the two concepts -- branding and journalism -- couldn't intermingle. Old school journalism, however, is at the heart of good brand storytelling, and many companies are turning their marketing departments into newsrooms.
When done right, incorporating brand journalism into your marketing efforts can set you apart from your competitors. If you're the brand with the helpful blogs, white papers, how-to videos, and data-filled Slideshare presentations, you're providing something of value to others without trying to hard-sell something. The key is to get your entire staff on board so that this content strategy can ultimately help everyone's bottom line.
Here are a few strategies for inspiring brand journalism in your organization.
Tap into your own in-house team of thought leaders and experts. Everyone at your organization has a role to play, and specific expert knowledge to share. So, why not create a forum to have them share their thoughts about the industry, or strategies that can help potential clients learn something constructive? If visitors come to your blog or receive your newsletter and get something of value -- information or best practices from an executive or sales team member -- it adds credibility to your brand. Which company do you think will be top of mind when they are ready to move forward with a purchase?
Showcase your company culture, and develop employee brand advocates. When high quality content is being produced by your brand, it's the perfect opportunity to encourage the staff to share it with their contacts and social media networks. Not only will it help them give others an inside look at the company's values, but it can give them a great excuse to touch base with those they want to work with. If you want to turn your employees into brand ambassadors, you have to give them something to cheer about, something that they'll want to post on their LinkedIn profile or tweet about. Aim to develop the kind of content that makes others say: "that must be a great company to work for," or "there's a brand that understands its customers."
Make the editorial calendar a staff collaboration so that everyone will want to contribute in some way. Having an editorial calendar will help your newsroom run efficiently, smoothly, and on schedule. Eventually, however, it can become a challenge to come up with new, relevant ideas. That's why getting input from various departments can help boost your arsenal of content ideas. For instance, sales might clue you in to the top three client concerns right now. The tech department might have ideas about how technology can help streamline workflow. The legal team might share news of a new legal issue which you weren't aware of. And your digital marketer might have data about a new social media campaign that improved customer relations.
Growing your brand newsroom initiative will be more effective if you can get your entire organization excited about it. By tapping into all of that expertise right in your own office, you can help others recognize your brand for the industry leader that it is, and differentiate it from the competition.
About the Sponsor
NewsCred is the leading content marketing platform. By pairing cutting-edge software with world-class content, NewsCred turns brands into storytellers.