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Brand journalism. Maybe you’ve heard the term and wonder what it means. Maybe you’ve also heard that it’s really only meant for the big guys — companies like Nike or Coca-Cola — who can afford to set up true newsroom-style publishing environments in-house.
By adopting the practices of a publisher like the New York Times or Wall Street Journal, large and small companies can create useful content that builds trust with potential customers and deepens their relationship with existing customers. Here are five ways to think like a publisher.
Michael Brenner has received recognition across the Internet for his knowledge and role in shaping content marketing as we know it today. Recently, I had a chance to sit down and ask Michael about where he sees content marketing, brand journalism and the evolution of content in the c-suite heading. He had some really interesting perspectives that I wanted to share with you.
If you’re willing to test sponsored content (or native advertising) and sponsorships and other non-invasive forms of advertising, prove you can increase pageviews and the amount of time a visitor spends with your content and you can charge more.
We tend to think, “Oh no! There is a new thing out and now I have to figure it out!” But, like almost everything out, user-generated content is not new (nor is brand journalism). Think about it like you would customer testimonials, employee stories, frequently asked questions, email conversations, and photo sharing.
Chances are, your startup or SMB is unlikely to find a specialized brand journalist, let alone one you can afford. This leaves most businesses between a rock and a hard place. How will you be able to supplement your traditional content marketing with brand journalism that tells interesting stories and keeps your audience interested?