Everybody Writes by Handley Ann

Author:Handley, Ann
Language: eng
Format: epub
ISBN: 9781118905555
Publisher: Wiley
Published: 2014-09-15T00:00:00+00:00

Note

1. Shane Snow, “Contently's Code of Ethics for Journalism and Content Marketing,” Contently, 1 August 1, 2012, http://contently.com/strategist/2012/08/01/ethics.

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Wait. What's Brand Journalism?

Some companies are looking toward traditional journalism to fill the gaping content maw; they are hiring those trained in J-school tactics, such as reporting and storytelling, as in-house brand journalists.

A brand journalist or corporate reporter works inside the company, writing and producing videos, blog posts, photos, webinars, charts, graphs, e-books, podcasts, and other information that delivers value to your market.

Such content creators convey your company's true story in a compelling way by uncovering the stories about your brand and the way your customers are using your products and services. They narrate those stories in a human, accessible way, and they spark conversation about your company, customers, and employees.

In short, brand journalists bring a reporter's sensibility to your content—an editorial approach to building a brand. That's especially useful when we all need to place the needs of our audience first and rise above our corporate-centric messaging. Journalists' innate understanding of audience means that every time they sit down at their desks to create content, a little voice in the back of their head reminds them: Nobody has to read this. That kind of pressure on your content-creation efforts can only benefit your brand and enhance your integrity.

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