Compelling stories find their audience. If relatable, insightful, and filled with new, interesting facts, readers will consume content on an organization’s newsroom, blog or other microsite and share it with their social networks. Today, brand journalism is an important mechanism to strengthen an organization’s reputation and cause stakeholders to take action, understand a topic, support a cause, try a product/service, or visit a destination.
How Do Content Marketing and Brand Journalism Differ?
Brand journalism and content marketing seem synonymous, but have subtle differences. Content marketing creates awareness, grows an audience, converts leads, drives traffic and sells a product. Brand journalism entices action but in an informational, entertaining, inspiring and non-promotional journalistic style to earn stakeholder interest and confidence.