The Nine Elements of Effective Brand Journalism

6) Credibility Carries Over

It’s this “story” that allows the source to establish his or her credibility with the target audience. In the eyes of that audience, that cred then extends to the overall reputation of the client sponsoring the content. In addition, if the brand content strategy allows for the client’s products and services to be discussed by the source, that credibility carries over to those comments as well. This establishment of credibility is the single most important differentiator for effective brand journalism when compared to a simple testimonial. Effectively conceived and executed stories allow the audience to get to know the person(s) featured in an article, see them as peers, and share their experiences. That translates into a deeper connection between the target audience and the brand, and that equals increased demand for the latter’s products and services.

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