With the rise of brand journalism, the old rules for boosting your company’s image don’t work anymore.
Building your presence no longer means logos and marketing messages. Organizations that incorporate brand journalism into their communication understand that our new industry rules focus less on branding and more on storytelling.
Successful brand journalism is built on telling stories, not selling products. This style of content helps an organization to become an authority by providing information that its target audience wants.
It also demands that your organization recede into the shadows. As customers move into the spotlight, there’s no room to plaster your logo everywhere and toss around a lot of “brand speak.”
The industry is changing at lightning speed. With behemoth companies like Apple and Google offering ad blocking technology, it’s evident that today’s consumer wants content that is free of self-serving copy.