Websites built on WordPress enable you to post and share marketing content without needing an IT professional. Now the challenge is to populate your content stream. Before you enlist the help of someone fresh out of college, or assign this task to an already overworked employee, I’m challenging you to adjust your frame of reference. Instead of thinking of your blogs and posts as “content marketing”, think of them as brand journalism.
Think of your blog as your company’s personal media channel
Brand journalism is when marketers use digital publishing tools to speak directly to their audiences. The best marketers approach this task by using Media-Grade Content®. They borrow against the credibility of the news to tell their corporate story.
The term “brand journalism” is attributed to McDonald’s Chief Marketing Officer Larry Light. In 2004, he is said to have launched this content-stream approach to brand marketing using journalistic-style writing.
Brand journalism:
- Is based on traditional journalistic principles and good storytelling.
- Is focused on audience-first content
- Preserves editorial excellence by being factual and timely
- Incorporates strategic public relations and marketing principles, including key messaging and well-defined goals
- Invites engagement by incorporating other appropriate social media platforms
Your website’s blog is like your company’s own media channel. Your social media pages are similar to TV network affiliate channels. Each channel should be customized to suit their audiences.
Here’s another reason for a using brand journalism approach: When your PR agency approaches the media about your company, reporters will search the Internet for your information. Journalists are generally more receptive to information presented in a style much like their own.
Building your brand journalism strategy
Approach every company story – even human interest – from a journalistic perspective. Try to think like a publisher. Some considerations include:
- Write as if you are speaking directly to the most important member of your target audience. Would that person find your information practical? Helpful?
- Define your content goals. Do you want to increase your position as a thought leader? Are you trying to boost event attendance? Those goals may impact where and when you publish the content. They may also influence your graphics selection.
- Repost your own media coverage. Your original media coverage is already filtered by journalistic experts. Share it on all appropriate promotional channels. Include a written “wrapper”, as the news media does, to tell your audience about what they are about to see, hear or read.
- Consistently monitor your growing content library. Is it too heavily weighted on one product or service area? Are there information gaps? Are there areas that can benefit from additional exposure? Can you tie your company stories with current industry trends?
- Does your editorial calendar match what your audience’s desires? If people are thirsty for new content, and yours is stale, they may drift over to your competitor’s website. Your content should be interesting enough to make people want to return time and again.
- Are your content format and tone consistent? Using a consistent voice will humanize your company.
- Consider asking key opinion leaders (KOLs) to be guest bloggers. Posts by industry experts can increase your status among your readers. The right KOLs will add to your site’s importance.
- Piggyback on major news stories that relate to your product, industry or service. Perhaps you sell a heart-health product. The Huffington Post breaks a major story about worsening heart disease trends. Think like a journalist. Write a blog that ties your product to that news of the day. Tell your customers how the major news might impact them. This may help increase your audience size, especially if you use the correct keywords.
For less than the cost of hiring a full-time employee to write your blogs and social media posts, you could hire marketing professionals to produce a robust Media Grade Content stream. Get started by completing the form below or by calling 952-697-5269.
