The Nine Elements of Effective Brand Journalism

There's work, time and effort involved in executing a brand journalism piece effectively.

There's work, time and effort involved in executing a brand journalism piece effectively.

Effective brand content drives demand for the sponsoring organizations products and services. Perhaps, more importantly it helps establish a long-term relationship with current and potential customers. Yet to be effective, brand content must employ journalistic fundamentals, digging deep in research and taking the time to craft articles, even stories. Simply “phoning in” a story won’t do. Planning, too, is critical, so the content can be aligned with the client’s marketing plan and message. Here then are nine steps to create compelling, credible, and connected brand content.

1) Alignment

Before the actual content creation process begins, the brand journalist must first understand the client’s products, services, and goals – present and future. That takes a commitment from both parties. While the creative team must do its part, those on the client side need to make the time to fully brief all involved initially, as well as on an on-going basis.

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