Brand Journalism: The Next Step for Content Marketing

2022-06-30T13:26:47-05:00September 29, 2020|Opinion|

The advent of content marketing was a breath of fresh air. Customers had grown tired of obvious advertisements, junk mail, cheesy commercials, web pop-ups and banner ads. Content marketing provided a way to promote a business’s goods or services without these out-of-date techniques. 

It was a method of highlighting features and strengths through longer-form content. By providing answers to highly searched-for questions, content marketing could increase your industry authority and drive sales.

Brand journalism takes the process one step further. Instead of churning out feature-led articles packed with SEO terms, it employs journalistically trained writers and creatives who thoughtfully create content that is engaging and educational. It’s about informative content that is useful to the reader.

What is brand journalism?

A brand newsroom is a content creation powerhouse that creates and publishes unique content tailored to its current and prospective audience. The writers and creatives within the organization are brand journalists. Like any engaging content, brand journalism pieces inform, educate or entertain, but they also meet customers where they are in the buyer journey, thus potentially increasing profits. 

While content marketing is a contemporary way to showcase your company and share information, it can still feel like advertising. Brand journalism equally benefits the reader and the publisher.

How does brand journalism work?

The brand journalism model prioritizes fast, relevant and accurate content. The world is rapidly changing, so advertising must, as well. 

Brand journalist newsrooms build relationships with established, traditional journalists, so your content is polished, regardless of media. The format also employs experts from your industry, so blog, video and podcast content is informed and dynamic. If done well, readers, viewers and listeners trust your business, which makes your website the go-to source for industry news and builds lasting relationships with consumers.

Brand journalism allows a company to show more authenticity, whether that is by touching on relevant social issues or demonstrating transparency in their business practices. While the brand newsroom strives to emulate the objectivity and accuracy of a true newspaper, it still allows a company to express some feelings.

What services does brand journalism cover?

Although every newsroom is different, full-time brand journalists can create, edit and publish content in a variety of mediums, including:

  • Blogs
  • Videos
  • Podcasts
  • Social media ads
  • Social media management
  • Graphic design

Can brand journalism elevate your content publishing?

Before you dive into the new, exciting world of brand journalism, you should ask yourself:

  1. Who is your audience?
  2. Where are they?
  3. What is their need?
  4. What do you want them to do?

In addition, think about what kind of content you find interesting? That likely reflects the kind of content prospective clients enjoy consuming. Furthermore, will the brand newsroom you are working with comprise the consistency and structure needed to be effective? Original content can establish your brand authority and keep your website from getting stale, but only if you’re producing high-quality work consistently.

Once you’ve done your homework, seek a team of reputable writers to launch your content to the next level. PowerPublish has revolutionized the brand newsroom model and offers clients an on-demand service to connect them with talented journalists who specialize in a variety of industries. This takes the work off your shoulders and puts you in the capable hands of a company whose entire business is creating epic, engaging content and making your brand famous. 

PowerPublish gives you access to your very own virtual content team. With a few simple instructions, you can order premium articles, white papers, social posts and more, based on your specific requirements. We also provide the tools you need to manage all of your content. It’s never been easier to curate, create and publish premium content to drive customer acquisition and industry authority.

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