A 5-step guide to starting a brand journalism program

It’s time to transform your communications department into a publishing firm. Here’s how.

Ragan Insider Content

The idea of creating original content to draw in an audience is nothing new. In fact, businesses have pushed out various forms of this type of content marketing for decades.

However, change is on the horizon. Many big players are already capitalizing and practicing a new style of content marketing, and some do it so effectively that you may not have even noticed.

It’s called brand journalism, and it uses social media to build influence, improve search results, and spread ideas and excitement about a particular industry.

At its most basic level, brand journalism is journalism on behalf of a brand. It involves storytelling that encourages audiences to participate through digital and social media channels.

The future belongs to businesses that become the media, and brand journalism ultimately means you cover your business and industry like a reporter.

The key to success is to produce and host unique content to engage and attract a new audience. It also means transforming your marketing department (even if that’s only you!) into a publishing team that can produce content for readers and reporters.

1. The PR game has changed.

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