Brand journalism is the perfect union between marketing and journalism. It is a new approach to valuable content that companies want to provide the user with. Its goal is to increase brand loyalty and trust through original pieces published in its own media.
The contents generated from this new perspective are current, based on facts, transparent and, above all, add value to the user . Brands benefit from the diffusion power of this type of pieces, much more useful to the user than traditional advertising.
4 keys to understanding brand journalism
- It is still journalism and, as such, it is subject to certain standards such as authenticity , transparency and the relevant content that journalistic articles have.
- It not only complements but also takes the history of the brand a step further .
- You can use any type of format and genre to attract and engage consumers, but those of journalism are the ones that best suit your purpose.
- It not only seeks to inform the client but to go further. They are highly specialized pieces of content that generate conversations on blogs and social media.
An example of successful brand journalism is Adobe's CMO.com online magazine , aimed at innovation-obsessed digital marketers. CocaCola Journey is another example, the American giant focuses its publications on the business history of the brand. Finally, the example of Red Bull's monthly newsletter, Red Bulletin , a monthly magazine focused on culture and sport and which has as its characteristic feature an air of "chutzpah" on all topics.
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Digital Marketing