August 27, 2012 • 5:39 pm 0
I hired 15 full-time journalists to work at IBM in the early 1990′s to do what has become known as brand journalism. They reported on our products, services, and customers. They followed most of the guidelines in this article. Want to get started? This is how:
July 26, 2012 • 7:27 pm 0
Dispelling the Darkness with Brand Journalism
By Kyle Monson
Brand Journalism as a term has been accused of being typical Dark Side dissembling, but at its best, it can be a powerful combination of honesty, narrative, and audience participation. We tend to target the most intelligent and most savvy audience members—the influencers. These people are not easily fooled, they hate crappy content, and they tune out traditional advertising. It’s tough to reach them, but brands can do so by being real, addressing their information needs, and maintaining relevance in a real-time world.
In other words, we need to act like journalists.
‘Always Be Publishing,’ Brand Journalism and How It Can Help Your Startup
By Tim Gray
As a business owner, you’ve probably heard the term: “Always be closing.” Though the directive still rings as true as it did when Alec Baldwin trumpeted it in the 1992 salesman’s opus Glengarry Glen Ross, “Always be publishing” may make more sense for today’s young entrepreneurs.
That’s the idea behind the new marketing concept of “brand journalism,” which is the practice of covering your business and industry like a reporter. In other words, you’re transforming your marketing efforts into publishing efforts.
Seven Reasons Your Content Marketing Needs a Brand Journalist
By Ann Handley
Brands now have the ability to bypass the traditional press and tell their own story in their own voice in a unique and compelling way. As I see it, good content isn’t about storytelling; it’s about telling a true story well.
Communications Innovation: Brand Journalism and Cisco’s Corporate News Site
By Karen Snell
Brand journalism. Depending on what hat you wear in your organization, you’ve likely heard, read or even followed the buzz around this relatively new trend in communications. Maybe, you’ve even tried it.
“At it’s most basic level, brand journalism involves honest brand storytelling that invites audiences to participate” says Kyle Monson, former tech journalist and editor at PC Magazine in a his article Dispelling the Darkness with Brand Journalism.
Telling Brand Stories from the Beginning
By Karen Lee
Clients and marketers alike are seeking new ways to build a more natural connection with their consumers, and to make their brand appear more authentic. Custom publishing, branded content, branded storytelling—whatever you call it, clients want it.
Good brand journalism is about substance over style. If you want to learn more about it and meet the top practitioners, join the LinkedIn thought leadership group BRAND JOURNALISM [http://linkd.in/KdYn9G].
Go to the group and hire a pro: Tell a True Story Well. Hire a Brand Journalist.
June 7, 2012 • 4:22 pm 3
It used to be, in the day of the typewriter, you could go to the local or college library and pull all the clips, papers, periodicals, microfiche, etc. you needed to research a story – for free.
Now with the Internet and the new paywalls that news and content providers are putting up, you’ll have to pay for it. Seems kinda crazy, huh?
Paywalls will cause a lot of trouble for news aggregators; but, what about writers working on stories and social media users that want to share a story with their followers or friends (from Facebook, Twitter, G+, etc.)?
Doesn’t that cut down on traffic to a news site and therefore fresh eyeballs to advertisers?
Will every “share” have to be paid for if someone clicks on the link?
I get the business model problem for news producers. Content is expensive to get and produce. They don’t want to give it away for free.
But I don’t get how a paywall fits in with what happens on social networking today where it’s a free-for-all of content sharing.
Sharing “out” from a news site is very understandable. The subscriber pays to be there and shares what he or she finds out with their networks. It’s sharing “in” to a news site that causes a problem in my mind. The followers and friends that click the link will then have to pay – typically a monthly subscription? Who would do that?
There are over 1,400 news outlets producing content in the U.S. Twenty percent are expected to have paywalls by the end of this year. Warren Buffett just bought dozens of papers and he believes in paywalls.
If you do a lot of sharing and exploring today, you probably won’t be doing it in the future. Too expensive. Imagine having to whip out your credit card every time you click a link from a friend.
Seems like there will be a clash between news producers and social media users.
More questions than answers… What do you think?