5 Keys to Brand

Journalism

Presented by:

Katelyn Davis

katelyndavis.com

What is Brand Journalism?

Traditional marketing and advertising has

always focused on prompting a behavior

change or action on the part of customers.

What is Brand Journalism?

Traditional marketing and advertising has

always focused on prompting a behavior

change or action on the part of customers.

The “Buy this,” “Go here,” “Call us” method.

What is Brand Journalism?

Brand journalism involves telling journalism-

style stories about a company that make

readers want to know more, stories that

don’t read like marketing or advertising

copy.

What is Brand Journalism?

Brand journalism involves telling journalism-

style stories about a company that make

readers want to know more, stories that

don’t read like marketing or advertising

copy.

It means having conversations with your

customer — not preaching at them.

Why Brand Journalism?

As a culture, we lost faith in companies and stopped trusting them. We changed both the way we perceive companies and the way we make buying decisions.

People today are so inundated with advertising and marketing speak, they now filter out marketing messages and a well-told story is the best way to get your message across.

5 Keys to

Brand

Journalism

#1 Create

Characters

Create subject matter experts (SMEs)

out of your team members. Use these

people to share your stories in a

creative and personal way.

#2 Humanize Your

Company

Your social program should revolved

around your people. Feature your

employees and your customers in your

content. Share what they're doing and

what matters to them because this is

what will speak to your audience.

People connect to people, not to logos.

#3 Tell a

Story

Purposeful storytelling makes for remarkable experiences. Often times the

behind-the-scenes aspects of your

business end up being what is most

interesting to your audience. And

remember to be authentic, this is crucial

to storytelling. Every aspect has to be

right, down to the very last detail.

#4 Train Your

Audience

Create a schedule, an editorial calendar,

then run your social program like a

newsroom. Being able to rely on certain

information at a certain time will help you

to train people to seek your content and

keep them coming back like clockwork.

#5 Crowdsource

Your Story

Use your audience as brand advocates and invite them to share their story, which

is your story, on your outlets. Use their input

to curate a news portal. While it is good

practice to use others, do not rely on

them solely.

What Does Success Look Like?

Once you get off the ground running, your

audience will tell you what works and what

doesn't. They will start to dictate your

content. Follow up with things that get the

most likes, comments, and shares and do

less of what gets the silent treatment from

your audience. As your audiences'

engagement grows, so will your networks

and the content that you deliver to them.

Examples of Great Brand

Journalism in Action

Click to view.

About This

Author Katelyn Davis

Social Media Strategist, Web Content

Consultant, & Communications

Professional

www.KatelynDavis.com