Impact Brand Journalism
531 views | +0 today
Follow
Impact Brand Journalism
This isn't your father's brand journalism.
Curated by Brock N. Meeks
Your new post is loading...
Your new post is loading...
Scooped by Brock N. Meeks
Scoop.it!

This Takes 'Branded Journalism' To Another Level

This Takes 'Branded Journalism' To Another Level | Impact Brand Journalism | Scoop.it
It's not just brands on Twitter. Their mascots are tweeting too, and unsurprisingly it's pretty cheesy stuff.
Brock N. Meeks's insight:

Take a look at the first "photo" in the example of Mr. Clean... very clever, it's even illustrated to look like mr. clean was snapping a #selfies of him and his dog, Cash, with a smartphone.  Now that is clever.

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Sponsors Now Pay for Online Articles, Not Just Ads

Sponsors Now Pay for Online Articles, Not Just Ads | Impact Brand Journalism | Scoop.it
The strategy of advertisers sponsoring or producing content that looks much like traditional editorial content has become increasingly common as publishers try to create more sources of revenue.
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

How to Use the iPad for Content Marketing

How to Use the iPad for Content Marketing | Impact Brand Journalism | Scoop.it
Content - The iPad is one of the best ways marketers can enhance their brand image and interact with today's mobile generation, but marketers are struggling to find innovative ways that encourage ...
Brock N. Meeks's insight:

Snap a fold-out keyboard onto your iPad it becomes an instant content generation tool.  I hardly ever bust out my laptop these days becasuse my iPad/keyboard combination takes care of 90 percent of all my "laptop-ishy" job tasks. 

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Performance Pay Arrives for Journalism

Performance Pay Arrives for Journalism | Impact Brand Journalism | Scoop.it
Several publishers have started to tie writer pay to hitting business goals. Smart move or recipe for disaster?
Brock N. Meeks's insight:

During the heyday of my publication CyberWire Dispatch http://www.cyberwire.com, the little beast had 800,000 readers (take that NY Times!)  And that was back in the "ancient days" BEFORE the world wide web, BEFORE browsers, when cyber-info gathering meant hanging out with Archie and Gopher.  I said back then that if "a system for micropayments were ever to become practical, I'd be a millionaire a hundred times over.  (Oh, PayPal, PayPal, where were you when I really needed you?!!)

 

Back then the NY Times called me a "shameless self-promoter"... and I relished the moniker.  After all, as the creator of the first brand in cyberspace, no one else was going to do it for me... I just wasn't getting paid.  (I should have fired myself!)

 

So... in today's world of impact brand journalism, we know have "performance incentives" for journalists.  Just like athletes have performance clauses in their contracts (make the Pro Bowl and collect an extra $150,000, etc.) so to, do journalists.  (Although, they aren't being paid for how many runs they score during the intramural softball games with the Accounting Department... but I digress...)

 

What do you think of these "incentives"?  Good idea?  Bad idea?  Who the fuck cares idea?  Sound off.

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

A Flack by Any Other Name...

A Flack by Any Other Name... | Impact Brand Journalism | Scoop.it
Traditional PR may disappear altogether as it gives way to ‘brand journalism’, shifting the focus of a brand’s efforts from bombarding consumers with me-oriented messaging to a pull-style, content marketing approach where the brand acts like a...
Brock N. Meeks's insight:

No... traditional PR will not "disappear altogether" as this article posits, rather, it will be reincarnated, repackaged and repurposed into something yet again, "new under the sun."

 

It's the same thing, always, trying to move the customer to part with his or her hard earned dollars, time or intellectual capital.  And there's nothing wrong with that.  Edison "reinvented" the lightbulb a bazillion times; Firestone and Goodyear have reinvented the wheel (ok, the rubber tire) a bazillion times. 

 

Change is good; just shifing the deck chairs on the Titanic, not so much.

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

April Fools' Day 2013: Best of the Brand Hoaxes

April Fools' Day 2013: Best of the Brand Hoaxes | Impact Brand Journalism | Scoop.it
Brock N. Meeks's insight:

Here are 42 of the best April Fool's day hoaxes.   If you can't find something to laugh about among this group... check your pulse.

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

REPORT: Blueprint for Grassroots Communication Strategies

REPORT: Blueprint for Grassroots Communication Strategies | Impact Brand Journalism | Scoop.it
Sometimes it’s not enough to tell a story. You also have to change it.
Brock N. Meeks's insight:

KEY TAKEAWAY HERE: What happens when you don't want to just TELL the story, but change it?"  This is the focus of impact brand journalism at the grassroots level. 

 

Get this:  80% of those responding to this survey said their comm staff has HAS A YEAR OR LESS experience.  Compare that the well-heeled and oiled machines of the GOP and, well... it's no wonder these little guys are getting their collective asses kicked. 

 

However, "the good news is, when grassroots groups do make an impact, they do it in big way."

 

Now... get of your ass and find a way to have an impact.

 

Meeks out...

 

 

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

When is a Newsroom Not a Newsroom? When It's EA

When is a Newsroom Not a Newsroom? When It's EA | Impact Brand Journalism | Scoop.it
The gaming brand doesn't have a physical newsroom to create content, but it does organize its various content creators to operate with a newsroom mentality.
Brock N. Meeks's insight:

Here's the key takeaway from David Tinson, vp of communications for EA Sports:

 

“Meaningful interactions start with thinking like a newsroom, building out best practices, having strategy by channel, having a syndication system the drives content across the whole network, style guides and so on — but it really means engaging the various content creators and applying the same level discipline and thought process across the company."

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Pixar's 22 Rules of Storytelling

Pixar's 22 Rules of Storytelling | Impact Brand Journalism | Scoop.it
These rules were originally tweeted by Emma Coats, Pixar's Story Artist. Number 9 on the list - When you’re stuck, make a list of what wouldn't happen next - is a great one and can apply to writers...
Brock N. Meeks's insight:

Number two on this list: "You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different."

 

Storytelling is THE heart and soul of impact brand journalism.  There is nothing people like to read about or watch more than STORIES about other people... just ask Hallmark how that concept is working out.  Here are a few facts about Hallmark:

 

Consolidated Annual Revenues:

$4.0 billion in 2012

Employees:

12,000 full-time worldwide (Hallmark and subsidiaries).7,100 associated full-time with U.S. business.3,200 work full-time at Kansas City headquarters.625 artists, designers, stylists, writers, editors, web designers, and photographers based in Kansas City.

Products:

10,000 new and redesigned greeting cards each year.49,000 products available at any one time.

Oh yeah, storytelling works.

 

Meeks out.

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

The Washington Post Jumps on the ‘Brand Journalism’ Train

The Washington Post Jumps on the ‘Brand Journalism’ Train | Impact Brand Journalism | Scoop.it
The Washington Post Jumps on the ‘Brand Journalism’ Train
Brock N. Meeks's insight:

Patrick Coffee over at MediaBistro gives the WaPo's nascent brand journalism efforts the big smackdown.  Hell, Coffee gives all of journalism his own brand of (smug) smackdown. 

 

Agree or disagree?

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Mass Marketing Meets its Maker

Mass Marketing Meets its Maker | Impact Brand Journalism | Scoop.it
mass marketing meets its maker | news - advertising age
Brock N. Meeks's insight:

Ever wonder who coined the term "brand journalism"?  A good case can be made for Larry Light, McDonald's global chief marketing officer, who offered up the term during a 2004 speech.

 

"Distilled, simplistic marketing is brand suicide," Light says in his speech.

 

Amen and amen.

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

When Journalists Cross Over

When Journalists Cross Over | Impact Brand Journalism | Scoop.it
Steve Wildstrom has more than 35 years of journalism experience and worked at Businessweek. Now he's writing for IT giant Cisco.
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Blurring Lines Between Video Ads and Content

Blurring Lines Between Video Ads and Content | Impact Brand Journalism | Scoop.it
Pepsi and Nissan's video content isn't about advertising or product pitches. Their content is about telling stories.
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Is Branded Journalism Still Journalism?

Is Branded Journalism Still Journalism? | Impact Brand Journalism | Scoop.it
It’s called “branded journalism,” or “content journalism,” and it’s the next big movement in communications, but traditional media figures are shaking their fingers.
Brock N. Meeks's insight:

The headline here might as well ask: "If a journalist doesn't need a license to create journalism, can we still call it 'journalism'?"

 

The point being, if there is no standardized "test" or process by which something is deemed to be actual journalism, then no one can set artificial critera to see if a piece of writing passes the smell test. 

 

Writing for story.  That's the test; that's the only test.

 

“At it’s most basic level, brand journalism involves honest brand storytelling that invites audiences to participate” says Kyle Monson, former tech journalist and editor at PC Magazine. In his article “Dispelling the Darkness with Brand Journalism,” Monson defends brand journalism as “a powerful combination of honesty, narrative, and audience participation."

 

Meeks out...

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

It’s Not Paper, It’s Empowerment: How Kavita Shukla’s Invention Can Fight Poverty

It’s Not Paper, It’s Empowerment: How Kavita Shukla’s Invention Can Fight Poverty | Impact Brand Journalism | Scoop.it
It’s a piece of paper that could take a serious bite out of world hunger—and it was invented by a 17-year-old.
Brock N. Meeks's insight:

No, this isn't a story about branded journalism per se; however, it IS about the KIND of human-interest story that is tailor-made for the branded journalism newsroom of today (tomorrow?).

 

Meeks out...

 

 

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

How Top Brands Win at Content

How Top Brands Win at Content | Impact Brand Journalism | Scoop.it
American Express, Degree and eBay share what they've learned acting as publishers.
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

15 Insider Tips for Creating a Content Creation Machine [SlideShare]

15 Insider Tips for Creating a Content Creation Machine [SlideShare] | Impact Brand Journalism | Scoop.it
Check out these tips for making content creation faster, easier, and more effective.
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Communications: Develop Your Flight Plan

Communications: Develop Your Flight Plan | Impact Brand Journalism | Scoop.it

"ONE OF THE TOUGHEST challenges management faces is translating corporate goals into action items that employees can understand. Doing it right requires a blend of strategy and communications focused on simplicity and performance."

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

The Story Spine: Pixar's 4th Rule of Storytelling

The Story Spine: Pixar's 4th Rule of Storytelling | Impact Brand Journalism | Scoop.it
In 2012 Pixar Story Artist Emma Coats tweeted 22 storytelling tips using the hashtag #storybasics. The list circulated the internet for months gaining the popular title 'Pixar's 22 Rules of Storyte...
Brock N. Meeks's insight:

Seven sentences.  That's all it takes.  These sentences are the secret to high impact brand journalism: 

 

Once upon a time there was ___.

Every day, ___.

One day ___.

Because of that, ___.

Because of that, ___.

Until finally ___.

 

You nail this and your story, your video, your podcast... your BRAND goes viral.  Yes, it will.

 

Meeks out...

 

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

UK Press regulation, truth and brand journalism

UK political parties appear to have reached a truce over press regulation. Unpalatable as it may appear for David Cameron, the underpinning of a regulatory framework for print journalism (in the UK...
more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

Brand Journalism Beyond US Borders

Brand Journalism Beyond US Borders | Impact Brand Journalism | Scoop.it
For the PR industry in India, last year has been a challenging one. The economic slowdown, amplified by policy paralysis in the government and a volatile
Brock N. Meeks's insight:

Brand journalism isn't just a homespun US phenom... it's global.

more...
No comment yet.
Scooped by Brock N. Meeks
Scoop.it!

A Billion Connections; A million Stories

A Billion Connections; A million Stories | Impact Brand Journalism | Scoop.it
Brock N. Meeks's insight:

Not about "brand journalism" per se, but big data is a rich, untapped source for the creation of "Impact Brand Journalsim." 

 

It's a big data world out there... and tens of thousands of stories to be told.

 

Meeks out...

more...
No comment yet.