hot topic: brand journalism
“The best way to promote your brand through content is to create it.”
—Tim Gray, Blue Fountain Media
We’ve been waiting all week to chat up this little ditty on “brand journalism,” courtesy of our industry go-tos, PRNewser. Though just a broad-stroked take on how businesses can take control of their own “press,” writer Patrick Coffee gets exactly to the value of consistent, relevant and engaging content creation—and helps us better articulate exactly why WE decided to launch the word exchange, our dedicated copywriting division.
While third-party, earned editorial is still a desirable goal, the current culture (and available resources such as nifty email newsletter, online newsroom and blog platforms/templates) makes it a virtual no-brainer to play an active role in engaging your target audience. (Hence, this blog.) Of course not everyone has the time, skills—due more to inexperience than ability—or inclination to serve as reporters for their company. However, everyone within a company can come up with a few worthy angles/topics that can be passed on to a designated writer, in- or out- of house. After identifying the storylines, the next step is finding the best possible words in which to convey them. And, to do it in a way that avoids being overly sales-y, a routine we’re all a bit weary from.
Your homework: Draft a list of topics that you feel are worthy of others’ attention and why. We’ll explore what to do with that list in our next post.