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My Brand Journalism textbook now published

My Brand Journalism textbook now published | brandjournalism | Scoop.it

Introduction, from the book. Find the companion website here: www.brand-journalism.co.uk

 

 

 

What the Brand Journalism project is about

 

 

This book is about how to do journalism for a brand.

 

And by brand I mean any organisation: any corporation, B2B or B2C company, any government department or quango, any third-sector body, any charity, cause or campaign. The book demonstrates how any organisation can use brand journalism to help it attain its business and marketing goals, and shows how it can function effectively as a publisher.

 

 

What brand journalism is

 

Brand journalism is a hybrid form of traditional journalism, marketing and public relations. It has emerged as a reaction to what Tom Foremski, a former Financial Times journalist now reporting on Silicon Valley, has dubbed EC=MC: Every Company is a Media Company. (1)

 

Brand journalism is a response to the fact that any organisation can now use journalistic techniques to tell its story direct to the public.

 

But while it is rooted in some of the main principles of traditional journalism and good storytelling, creating stories that are timely and compelling, it also differs from traditional journalism. There are serious issues over balance, independence and fairness that must be addressed, and we shall.

 

Brand journalism's hybrid nature also sees it incorporate core elements from strategic PR and marketing communications: visionary planning, research, incisive messages, a defined purpose, and a requirement to quantify what has been achieved through it.

 

The result is an integrated, brand journalism-driven communications strategy.

 

Because brand journalism is a new and still-evolving discipline, there is much disagreement about its validity, the form it should take, the value it represents and the threats it may pose to traditional journalism.

 

This book takes a direct and practical approach to its subject. By bringing together 97 case studies of how a wide range of small and large commercial organisations, charities, campaigns, government departments, public bodies and others are actually using it, this book aims to be the first comprehensive, practical guide to how to do brand journalism.

 

Who this book is for

 

This book, and its companion website, are designed for journalists, for brands, and for those working for brands: in brand management, marketing, public relations, communications and customer service. 

 

For journalists, it’s about how to bring the skills you learned, or are learning, on your undergraduate or postgraduate journalism course, into the alien environment of an organisation that is not principally a media company. It also provides an essential guide for any working journalist who is switching from employment by a media organisation to working for a brand.

 

For brands and their non-journalist employees, it shows, now that every company is (or could be) a media company, how brand journalism can be made to work for you.

 

What we cover is also known variously as content marketing, inbound marketing, brand storytelling or – most colloquially - how to sell without selling. Whatever you call it, our focus is on how  journalistic techniques can be used to transform the quality of the material brands use to communicate with their communities of customers, clients, supporters, whatever.

 

We focus on those areas of content where journalism can do most to help; where journalists' skills and creativity can have the most impact. We don't deal directly with the wider context of content strategy – for example, the processes surrounding the creation and maintenance of the many hundreds of pages of basic service or product-focused information that many brand websites have to carry. That's not to say good journalistic writing can't help in any context. It can, and what we cover here can be applied across the content-creation board.

 

What the book will teach

 

To exploit the enormous potential of brand journalism as a business tool, a brand will need to introduce a new skill-set within the organisation. It will need an editor-in-chief and a team of brand journalists, either in-house or run externally by a third party. It will need to give brand-journalism training to those within marketing, public relations, communications and customer service who will be creating content and engaging with customers or clients via social media and other platforms.


The book puts creating journalism for a brand in the context of the organisation’s business or marketing goals. It covers establishing brand journalism strategies to help deliver those goals; monitoring the performance of that journalism; and using monitoring and analytics to demonstrate the return on investment that the brand journalism strategy has delivered.

 

How and why this book is different

 

As far as I am aware, there are no other books on brand journalism. There are a number on content marketing, but they tend to be heavy on process, and light on how to create the right content. This book aims for a better balance. While we cover the processes involved in creating, implementing and managing a brand journalism strategy, we put greater emphasis on analysing how particular brands are writing on their websites and blogs, developing customer magazines, engaging on Twitter, Facebook and other social media, creating video, apps and games.

 

Most journalism textbooks are written from the perspective of students getting a job with a publisher or broadcaster. That made sense when most journalism jobs were offered by media companies. It makes a lot less sense now that jobs in traditional journalism are nosediving, while this large new market in brand journalism is developing. The Brand Journalism project is designed to address and correct that mis-match.

What this book won’t do is teach the basics of doing modern social, mobile and multimedia journalism. I covered all that in Multimedia Journalism: A Practical Guide, (www.multimedia-journalism.co.uk Routledge 20120) which is a comprehensive programme that takes journalism students through from day one to graduation, covering every practical, journalistic aspect of a journalism course.

 

This book, Brand Journalism, is about applying those broad journalistic skills to working for a non-media organisation. But its companion website, www.brand-journalism.co.uk will offer a full range of support for any reader who has gaps in their training, or whose skills need updating.

 

The website will feature guidace in the use of the platforms we cover here, plus many links to sources of further teaching and information, including to Multimedia Journalism itself. There will also be essential updates, to keep everything entirely current as brand journalism develops as a discipline.

 

You’ll find this learning programme most valuable if you are able to apply what we cover to a real-life brand journalism operation, or to a brand-specific project you are working on.

 

 

 

 

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brandjournalism
For journalists, marketers, PRs, communications professionals, brand managers
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How McDonald's invented brand journalism, and how brand journalism saved McDonald's

How McDonald's invented brand journalism, and how brand journalism saved McDonald's | brandjournalism | Scoop.it

In 2003 McDonald’s was a global corporation in decline. A brand that had built its reputation on the simple slogan that it was a happy place to be; which had democratised eating out, had forgotten what it was about.

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Why Time, Conde Nast and other magazine publishers are charging into brand licensing - Digiday

Why Time, Conde Nast and other magazine publishers are charging into brand licensing - Digiday | brandjournalism | Scoop.it
With ad revenue challenging, magazine publishers including Time Inc. and Conde Nast are doubling down on brand licensing.
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An open source search engine that will help you learn pretty much anything

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A team of developers just launched an open source search engine that will show you how to learn pretty much anything. It works by clustering resources into “mind maps.” They have mind maps with…
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Journalism needs to change in the wake of the UK election — but how?

Journalism needs to change in the wake of the UK election — but how? | brandjournalism | Scoop.it
In the wake of this shock result should journalists now abandon their previously-held beliefs about covering elections? Or is there a danger that we’re replacing one set of shibboleths with fresh…
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AI will shape the future of media. Here’s how. – Startup Grind – Medium

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Quality storytelling and narrative matter more than ever, and must be first and foremost in your mind when approaching “branded” content. The quotes are intentional. It is an opportune time to drop the word “branded” from that phrase and from your vocabulary.


Content is content. Good content is good content. If a story is moving, no one is going to care that it’s brought to you by a brand. Rather, they’re going to be happy the brand brought it to them. And by the same token, content that is annoying is now amplified rather than ignored (because no one can resist a good call-out) and can be more harmful to a brand than ever....


Via Jeff Domansky
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Jeff Domansky's curator insight, May 23, 9:59 AM

If a story is moving, no one is going to care that it’s brought to you by a brand—they’re going to be happy the brand brought it to them.

Janet Vasil's curator insight, May 25, 12:46 PM
If you tell a compelling.story that resonates with your audience and is not a self serving sales pitch, it won't matter that a brand is telling them a good story.
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Your Company Blog Is Still Just as (or More) Powerful Than Snapchat, Instagram and Facebook

Your Company Blog Is Still Just as (or More) Powerful Than Snapchat, Instagram and Facebook | brandjournalism | Scoop.it
Today, it can be easy to disregard something like blogging as un-sexy and outdated in terms of being a viable channel to market your business. Plus, with a new social media platform arising virtually…
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11 Visual Storytelling Tools and How They’ll Help Your Content Marketing

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Try your hand at some of these top visual storytelling tools to enhance your content marketing stories.

Via José Carlos
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How Facebook could give us real control over our feeds

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Andy Bull's insight:
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Media outlets hits by massive “fake like” campaign; Facebook purges 200 million

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USA Today lost nearly 6 million likes in April. They were fake Facebook accounts that had liked the paper. Parent company Gannett said there are still more than two million more fake accounts…
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14 Essential Tips for an Engaging Facebook Business Page

14 Essential Tips for an Engaging Facebook Business Page | brandjournalism | Scoop.it

Whether you're setting up a brand new Facebook Page for your brand, or you just want to make the most of your existing one, it’s probably a smart move -- Facebook is home to nearly 2 billion monthly active users.


It should be easy enough, right? Just slap together a photo, a couple of posts, and expect the leads and customers to roll on in, right?


Wrong.


If you're not creating a Facebook Page with a comprehensive strategy to get noticed, Liked, and engaged with, the chances of actually generating leads and customers from it are pretty slim.


For example, you can’t just choose any picture -- you have to choose one that’s the right dimensions, high-resolution, and properly represents your brand. But it doesn’t end there -- so we compiled the tips below to make sure you're creating an engaging page that takes full advantage of everything Facebook marketing has to offer..


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Jeff Domansky's curator insight, June 22, 10:48 AM

HubSpot shows how to make a Facebook Business Page that will draw and sustain an engaged audience. Solid basics!

Jeff Domansky's curator insight, June 22, 10:52 AM

HubSpot shows how to make a Facebook Business Page that will draw and sustain an engaged audience. Solid basics!

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Improved: Datawrapper Academy – Datawrapper

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Today we are re-launching the Datawrapper Academy, a collection of tutorials and tips about using Datawrapper effectively. Datawrapper and the academy move closer together. Starting today, you don’t…
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How Brands like Airbnb, Coca-Cola, and Starbucks Create Successful Social Media Campaigns | brandjournalism | Scoop.it
Running social media campaigns can be quite different from managing your social media profiles on an ongoing basis. Unlike your ongoing social media marketing, campaigns tend to be for a specific…
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Rescooped by Andy Bull from Curation, Social Business and Beyond
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Get On Board with Audio Content

Get On Board with Audio Content | brandjournalism | Scoop.it
Audio content is growing! If you are thinking of embarking on your own audio content project, you need to read this article by Shell

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janlgordon's curator insight, June 9, 12:09 AM

I selected this article from Curatti written by Shelly Kramer because it provides insights into the power of audio for your content marketing strategy.

 

Attract a larger audience with audio content.

 

Why Your Business Needs Audio Content

 

Both podcasts and live audio through Facebook are on the rise. I agree that you need to include this medium in order to take your marketing to the next level.

 

Kramer explains the impact of audio content on your business marketing reach.

 

Here's what caught my attention:

 

  • Creating audio content is just the beginning. You also need to know how to execute a good marketing strategy to get the word out.

 

  • Consumers who get their content on the go are the most popular target market for audio. You should include this in at least 10 percent of your marketing budget.

 

  • It's very cost effective to use audio over video. This does not mean, however; that you should slack on the quality of the broadcast.

 

Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond

 

Image: Courtesy of 123rf.

.

Read full article here: http://ow.ly/tzxQ30crIAh

 

Stay informed on trends, insights, what's happening in the digital world become a Curatti Insider today

Jeycy jonson's comment, June 9, 12:23 PM
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The 8 startups that will upgrade your newsroom – Startups for News – Medium

The 8 startups that will upgrade your newsroom – Startups for News – Medium | brandjournalism | Scoop.it
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During the 2015 UK general election the Trinity Mirror Data Unit created a special interactive tool which allowed readers to find out more about their own constituency. The Find My Seat tool was used…
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The News Feed is Outdated – Startup Grind – Medium

The News Feed is Outdated – Startup Grind – Medium | brandjournalism | Scoop.it
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What journalism can learn from the National Trust (really)

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How The Economist found its niche on a visual platform

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Andy Bull's insight:
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On Facebook – NewCo Shift

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Like you, I am on Facebook. In two ways, actually. There’s this public page, which Facebook gives to people who are “public figures.” My story of becoming a Facebook public figure is tortured (years…
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Facebook is going to kill LinkedIn. Here’s how. – Startup Grind – Medium

Facebook is going to kill LinkedIn. Here’s how. – Startup Grind – Medium | brandjournalism | Scoop.it
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