The Nine Elements of Effective Brand Journalism

3) Finding the Story

In simple terms, traditional media outfits decide on a topic, research it, find sources (i.e., those interviewed for or are the focus of a story), and create the content. Brand journalists, however, must consider client needs at each step, ensuring the topic and final story are aligned with the client’s goals, and that sources represent, or at least aren’t anathema to the brand image. Add even more time and effort to creating brand content that requires sources who use and can discuss intelligently the client’s products and services.

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