How to uncover and tell brand stories like a journalist

Identifying the news hook and making the best use of your sources are two keys to creating compelling narratives on behalf of a client or your own organization.

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What lessons can you learn from a TV journalist?

Darcy Pohland was known for her ability to dig up stories like few other reporters in the Twin Cities television news market.

The late WCCO-TV news veteran dug up stories with relentless resolve and determination. Pohland, who died in 2010, worked her beat and developed reliable and trusted contacts.

Pohland knew how to mine for well-sourced stories and craft that information into the evening newscast’s lead story time and again. Content marketers might emulate her commitment as they strive to uncover and flesh out their own company stories.

What are you known for?

Before you start creating content, identify your client’s or your own signature offering—or what you’d like to be known for.

In the mood for beef? You’ll head to a steakhouse. Hankering for lobster? Off to a seafood place you’ll go.

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