Browse Definitions :
Definition

brand journalism

Contributor(s): Corinne Bernstein

Brand journalism is a mix of content marketing, public relations and corporate communications. Rather than directly promoting a brand through traditional marketing methods or focusing on making a sale, brand journalism – sometimes referred to as “marketing through journalism” – focuses on building stories and other content that highlights a company or organization’s value from a different viewpoint.

With the advent of brand journalism, product and service vendors are increasingly becoming publishers as brands seek new ways to engage customers in an increasingly digital world and as advertisers cut back on spending on traditional media avenues. In the pre-internet days, companies hired PR firms to write press releases and make pitches to journalists, who used material from the releases and wrote articles. Today, companies can skip publications and PR firms and publish their own content, including blogs, online articles, websites, emails and social media, to gain customer attention.

While traditional journalism focuses on the “who, what, when, where, how and why” of a story, brand journalism concentrates on the “why” by using interviews and article-based websites that provide journalistic information to support a product’s features. Journalism-style stories encourage readers to learn more about companies and their offerings and interests them in stories that don’t read like bullet-point-riddled marketing or advertising copy.  However, the sponsoring company’s name will likely not appear in the article, blog or other forms of brand journalism, nor will that of its competitors’, but brand journalism will also not likely include anything that could have a negative impact on the company.

Marketing experts distinguish between brand journalism and content marketing, which have different goals. They explain that although brand journalism is aimed at identifying and telling stories to provide a detailed image of the brand and create awareness of and an affinity toward it, the objective of content marketing is to influence audience behavior by publishing information that addresses buyer interests to fuel sales.

Brand journalism can help companies build trust with the content they produce by maintaining a reputation as reliable media sources for their audiences. Content that is too preachy, too branded or marketing-focused may come across as unreliable. Including information that has been researched rather than unfounded opinions is a key part of brand journalism.

Successful brand journalism might entail expanding content beyond marketing to include other topics in which customers might be interested such as industry trends, how-to pieces and other related copy. One marketing strategy is to mix up brand journalism with other content such as product demos and customer reviews.

This was last updated in November 2017

Continue Reading About brand journalism

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

How would you incorporate brand journalism into your company's marketing strategy?
Cancel

-ADS BY GOOGLE

Extensiones de Documento y Formatos de Documento

Accionado por:

SearchCompliance

  • compliance audit

    A compliance audit is a comprehensive review of an organization's adherence to regulatory guidelines.

  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • Whistleblower Protection Act

    The Whistleblower Protection Act of 1989 is a law that protects federal government employees in the United States from ...

SearchSecurity

  • reverse brute-force attack

    A reverse brute-force attack is a type of brute-force attack in which an attacker uses a common password against multiple ...

  • orphan account

    An orphan account, also referred to as an orphaned account, is a user account that can provide access to corporate systems, ...

  • voice squatting (skill squatting)

    Voice squatting is an attack vector for voice user interfaces (VUIs) that exploits homonyms (words that sound the same but are ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity policy

    Business continuity policy is the set of standards and guidelines an organization enforces to ensure resilience and proper risk ...

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • warm site

    A warm site is a type of facility an organization uses to recover its technology infrastructure when its primary data center goes...

SearchStorage

  • RAM (Random Access Memory)

    RAM (Random Access Memory) is the hardware in a computing device where the operating system (OS), application programs and data ...

  • primary storage (main storage)

    Primary storage is the collective methods and technologies used to capture and retain digital information that is in active use ...

  • cache memory

    Cache memory, also called CPU memory, is high-speed static random access memory (SRAM) that a computer microprocessor can access ...

Close