Savvy brands are creating their own narratives and platforms, rather than paying to advertise around other people’s content. As companies hire more ex-journalists and professional storytellers—people who understand the value of creating “reader-first” content—the lines between marketing and journalism are being blurred.
Differences (and similarities) to consider
Brand journalism has risen from the boom of branded magazines aimed at consumers. Companies are increasingly creating content crafted exclusively for their niche audience. It’s not so much about selling as it is building awareness and cultivating brand affinity.
As Maria Perez of ProfNet highlights: “Consumers want more from companies than just products and services—they want to know companies care about them, about their goals, their dreams and their lives. When done right, brand journalism allows companies to connect with consumers more personally than through a traditional ad.”