Takeaways from 3 celebrities who rock brand journalism

Fashion, food and fitness are helping these famous folks in the storytelling department. How might you apply their practices to your organization?

Brands aren’t the only entities that benefit from brand journalism.

Hollywood A-listers are now adopting this tactic to promote their personal brands and offer insights into their interests and passions. Meet three celebrities who rock at their second job as brand journalists.

Gwyneth Paltrow

If you love shopping, beauty and self-discovery, head to Gwyneth Paltrow’s website, Goop. The site—featuring her handpicked team of experts—provides a goldmine for guidance on food, fashion and mindfulness, among other topics. Originally started as a weekly email newsletter, Goop quickly transformed into a repository for consumers who crave lifestyle content. Paltrow and her team provide such compelling information that it wasn’t hard to get sucked into a few articles while researching this story.

Goop ‘s pages that are labeled “Go,” “Be,” “Do,” “See,” “Make,” “Get” and “Shop” represent the site’s wide variety of content. The format makes it relevant to a mass audience with eclectic interests. Paltrow follows the principles of brand journalism by providing the type of lifestyle content that focuses squarely on her target audience. Goop features many industry experts, which enhance the credibility of the site even beyond Paltrow’s celebrity status.

Get lost in a few articles on Goop: www.goop.com

Download the free white paper, “How to be a brand journalist,” to learn how to tell your organization’s compelling stories.

Lauren Conrad

She started on reality television and turned her name into a brand. When you click on LaurenConrad.com, you might expect it to be a promotional tool like most other celebrity websites. Instead, it’s a great example of brand journalism. Though the site may tout Conrad’s celebrity name, the information is laser focused on her target audience, the typical girly girl who views primping as a necessity.

With light and fun articles on topics such as fashion, beauty and fitness, Conrad’s site appeals to every need of her high-maintenance audience. Articles feature multiple graphics and rich visuals produced with a feminine flair that resonates with readers. Also, the visually appealing content on Conrad’s website hits a brand journalism home run.

Channel your inner diva at http://laurenconrad.com/

Jamie Oliver

Brand journalism provides a natural way to take your skills and morph yourself into a subject matter expert. World-renowned chef and television personality Jamie Oliver has starred in 14 TV shows, including his Emmy Award-winning program, “Jamie’s Food Revolution. He is practicing brand journalism like nobody’s business. Oliver has maximized his credibility in the kitchen and created a widely popular foodie website, www.jamieoliver.com. From recipes to feature articles such as The Ultimate Guide to Pasta Shapes , Oliver’s website appeals to culinary enthusiasts everywhere. Content is updated daily and includes written posts, photos and how-to cooking videos.

Although the website bears Oliver’s name, it’s effectively unbranded from the time you reach the home page, which is a key strategy in brand journalism.

Become a foodie on Oliver’s: http://www.jamieoliver.com/

Lisa Arledge Powell is president of MediaSource, a public relations firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in both 2013 and 2014 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.

This article was created in partnership with MediaSource.


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