By now most marketing professionals are familiar with the term "Brand Journalism". If you're not - then you should be.
Brand journalism is how a company will become an authority on a topic in the future. It is when a company invests in content and becomes a regular provider of news. What it's not is a series of press releases and product launches. It is a serious, long-term commitment to share information, to join a discussion and to add value through content. But what makes brand journalism worth the investment? Done well and done consistently, brand journalism will:
Tom Foremski, a former Financial Times journalist now reporting on Silicon Valley, has dubbed EC=MC: Every Company is a Media Company. He describes it as an imperative for all brands to publish across as many different channels as possible in order to be visible. "If you aren't seen amidst all the media noise, you don't exist." To be a success and to become established as credible, brand journalism must stand up to the finest values of journalism. It simply has to be:
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