Great stories work because they add value to your target audience’s lives, while planting the marketing seeds that help customers become fully invested in your brand.
Many smaller organizations struggle with brand journalism because they think you need a big budget, fancy software or an experienced team of former journalists to make it succeed. You don’t. Brand journalism is about sharing your story in a unique, authentic, noncommercial way.
All companies have stories; it’s time to start sharing yours. Here’s how to start:
1. Be a storyteller, and answer real questions.
Ditch the decades-old marketing methods; today’s audiences tune out advertorials and other types of marketing or public relations content.
Today’s marketer must think like a journalist, operating as a strategic storyteller.
Many organizations have developed internal newsrooms whose purpose is sharing stories and stockpiling content that sets them apart as an industry leader.