Pursuing brand journalism? Start with engaging storytelling

As with mainstream media reporting, a compelling narrative attracts and holds readers. Consider these insights as you wade—or dive headlong—into this marketing approach.

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Why are so many organizations creating brand journalism platforms?

Great journalism is, at its heart, great storytelling. Successful brand journalism must also be great storytelling—even if it revolves around a brand, product, destination or concept.

Even as the tools of technology make short bursts of communication more and more pervasive, we still long for a strong, connected narrative.

The mistake many organizations make is assuming that short bursts are sufficient. The new technology has boosted the opportunity to create more substantive, rewarding narratives—and to become your own publisher. That’s where organizations should focus content marketing efforts.

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Storytelling is about making connections. That’s what great storytellers do. That’s what great brand journalism does, too.

Successful brand journalism shares compelling stories and engages its target audiences in a way that builds community and leads to even more shared storytelling.

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