How brand journalism builds brand equity in ‘boring’ industries

Have you been thinking about turning your organization’s communications into your version of a metropolitan newspaper newsroom? Here are some examples you should look at.

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Do you follow ‘unsexy’ companies on Instagram? Maybe you popped by your local hardware to have a key made. You saw a sign saying the business is on Instagram. You followed them, only to find that their content interrupts your carefully curated feed of inspiring quotes and National Geographic travel photography.

Can organizations in little-noticed industries do brand journalism?

In this world of professionally branded startups, newsworthy unicorns, and hot-to-trot retailers, unglamorous industries just don’t have the same opportunities for audience growth and engagement. However, businesses that lack pizazz do have incredible potential to create news-you’ll-use content with brand journalism.

Before we look at organizations in ‘humdrum’ industries that built brand equity with owned media, it’s worth pointing out that brand journalism differs from content marketing (though many argue they’re the same).

The essence of content marketing vs. brand journalism

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