Today’s fragmented media landscape and information-loaded digital world offer brands new opportunities to communicate directly with their audiences—building visibility, affinity and even search traction along the way.
However, success in the uppermost reaches of the funnel requires organizations to put the corporate agenda in the back seat, adopting instead a more journalistic approach to crafting and publishing their stories.
Enter brand journalism.
Not to be confused with content marketing, brand journalism is an upper-funnel tactic that delivers more than mere brand awareness. Telling the brand’s stories in a compelling, audience-focused way can create affinity, earn media coverage, build brand credibility and (when coupled with search and social strategies) deliver long-lasting online visibility.
The differences between brand journalism and content marketing