by Jonathan Haile
This semester started with a question for Innovative PR: what is brand journalism? Just when we thought we had the answer, we scratched our heads and realized there was more to it. Ultimately, we concluded that brand journalists provide readers with different stories that cover different aspects of a brand. When readers piece these stories together, they have a general understanding of the brand’s image and values.
Our best example was Coca-Cola, which takes brand journalism to a new level with a site that looks similar to Mashable, but features all Coke-relevant content. While I’m a huge fan of what Coke is doing, I couldn’t help but think that “brand journalism” is just a fancy word for content marketing. So what’s the difference?
What is Content Marketing?
My commutes to and from Warrensburg are filled with the words of Joe Pulizzi, the author of Epic Content Marketing. Pulizzi is credited with coining the term. In his book, he explains that the content marketing, in the grand scheme of things, is about getting leads and driving sales. Business 2 Community, another great resource, agrees with Pulizzi and explains that content marketing involves a “customer” relationship:
“Content marketing goal: Influence audience behavior by publishing useful content that supports the customer journey, encourages loyalty and enables amplifications.”
When you start a content marketing campaign, Pulizzi suggests you begin with a “pilot,” which he compares to that of a new television series. The pilot is an example of what your readers should expect, and is accompanied by sales measurable objectives. With a successful content strategy, you will always understand why and how your content is driving the audience to make purchase decisions.
The two concepts have inherently different objectives, but are great compliments to each other and share similarities. Brand journalists and content marketers need to be strategic in their posts—knowing what is relevant to the reader and where the post will get the most exposure.
Both tools should function to strengthen the relationship between customers and brands, lower brands’ advertising costs, and be beneficial for brands’ internal audiences. They reinforce corporate values and keep employees updated with company happenings.
As a PR student, what is more appealing? Would you rather tell the unique corporate story as a brand journalist or drive sales and build leads as a content marketer? Let us know. “Follow” Innovative PR on Twitter and Instagram, and “like” us on Facebook.
by Chelsey Webber
The concept of brand journalism is quickly becoming a trend in the world of public relations and marketing. Some professionals even venture to say that brand journalists will soon be in high demand. With traditional forms of journalism in decline, media and PR professionals could soon find themselves recruited by companies in search of brand journalists. But the question remains: what’s brand journalism?
Brand journalism stems from the idea that companies wish to be seen as more than just sellers of products and ideas. They want to be champions of sustainable efforts, environmentally friendly causes and resources, humanitarian efforts and more. AdAge characterizes brand journalism as a “Modern Marketing Imperative” that focuses on developing a brand’s story by producing creative, customized content. This extends beyond writing news releases and conversing on social media. Brand journalists write relevant and newsworthy stories to help develop a company’s brand beyond its products and services.
Coca-Cola: Brand Journalism Experts
Coca-Cola illustrates the concept of brand journalism brilliantly. Its website is filled with articles that, strangely enough, have very little to do with Coke products. You can find information regarding programs that range from restoring local parks and playgrounds to providing clean water for villages in Africa.
The content found on its website is telling the story of Coca-Cola’s brand. It positions the company as more than just a distributor of soft drinks by humanizing it. Coca-Cola’s brand has established it as not only an industry leader of soft drinks, but also as a champion of community outreach and humanitarian relief. Coke isn’t simply a soft drink; it’s a soft drink with integrity.
My Two Cents (You’re welcome).
My research on brand journalism leads me to believe that, as a whole, the concept is quite simple. As a brand journalist, you are not speaking to the company’s interests. Rather, you are speaking to the interests of the consumers.
In this wonderfully cohesive marriage of journalism, storytelling and brand management, you will find timely, relevant and newsworthy stories, written by brand journalists on behalf of a company. The important thing to recognize about brand journalism is that you are not writing marketing or advertising copy. These are stories that consumers can relate to without feeling bombarded by the never-ending stream of traditional marketing and advertising.