It seems as if new content marketing trends pop up every day, but there’s one in particular that is taking center stage. Brand journalism is a form of content marketing that goes beyond just sharing information designed to influence readers. Instead, brand journalism tells a brand’s story in a way that makes it more relatable to its target market. Major brands, including McDonald’s and Starbucks, have used this strategy with great success, but it doesn’t take a large marketing budget to pull off.
Sarah Skerik shares how companies of any size can make brand journalism work for them.
“Marketing is the enemy of brand journalism,” Ragan Communications CEO Mark Ragan said recently at the company’s Brand Journalism for Corporate Communicators workshop in Chicago. “Brands need to master telling their stories indirectly. It’s about the brand, but the focus is always about the audience.”
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