what brand journalism can do for your company
Post on 21-Oct-2014
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DESCRIPTION
Among the various forms of content marketing, brand journalism is one of the most powerful. This presentation will show you why!TRANSCRIPT
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Journalism Marketing communication
Proactive search for information
Information selected and provided by the brand
Corroborate information from various sources
One single source: the brand
Inform the public
Seduce an audience
Editorial independence
Content in the service of the brand
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There’s always something happening at a company. A journalist will detect events and turn them into topics, with the angle best suited to your targets.
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Be it within the company or outside, the journalist will find people with exciting stories.
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Who better than a journalist excels in interviewing people? He/she will ask your customers, employees or just ordinary people questions relevant to your field of business.
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Customer and prospects do not care about marketing arguments: they are thrilled by a good story. Good news! Telling stories is what a journalist does best!
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Is your reader or the watcher of your video interested, surprised, amazed? Bingo! In his mind, the few minutes spent with your brand will be associated to a good experience.
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With your content , your customer or prospect will better understand the latest trends on the market and/or your area of business. He will not miss a significant evolution or revolution. He will owe you a big thank you for that!
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Your prospect will get an “insider view” of situations faced by a manager, a marketing representative, a team leader… And all of this, in your brand’s universe!
When it will be his turn to make a purchasing decision or ask for expert advice, who do you think
he will turn to?
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• Throw the light on your clients, your team members, or external “heroes” (sportsmen, experts…) in connection to your brand universe.
• They will be thankful for you to recognize them.
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• By publishing documented and exciting content on a regular basis, you invigorate your brand’s legitimacy.
• You build a loyal audience of qualified prospects, one piece of content at a time.
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• Your content help you bypass your prospects’ reluctance towards “marketing” or “ads”.
• Once trust is gained, you can transform it into sales, influence, better relationships, etc.
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• “As a journalist, I won’t stoop to that.”
• “I am a real journalist, not a brand journalist.”
• “My skills can be better used!”
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Just like any journalist, the brand journalist searches information, combines and compares various sources, carries out interviews, picks an angle, builds a story…
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A brand journalist must abide by journalism ethos. Otherwise, his/her stories will ring hollow, and it will not work.
– He must look for the truth and tell it (e.g. : he won’t hide issues raised by a new technology);
– He must provide a nuanced and subtle view of reality.
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• He is paid by a customer (be it a company, an institution, a government, a non-profit organization…) .
• This customer expects that the produced content will help him reach his goals.
• It is unlikely that the journalist will make a harsh criticism of his customer!
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• It does not confuse brand journalism for advertising;
• It makes for good conditions (information, contacts, time for interviews…);
• It accepts that the journalist will not sweep the dust under the rug.
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• He/she understands his/her role and its constraints.
• He has the courage to make his job even if his customer drags their feet.
• If the customer really does not play the game, it’s best for the journalist to move on.
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• It requires a high sense of responsibility of both the journalist and the brand.
• It nurtures trust between the brand and its targets.
• This trust will then breed the brand’s commercial and relational successes!
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Crédit photo : Alosh Bennett
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