The Oban Blog

Brand Journalism, the new PR

While some SEO’s and content marketers are trying to figure out what would be the best earned media practices, we see amazing content campaigns released with incredible success in traffic, brand awareness and engagement.

The key to brand journalism is to produce content your target audience really wants to see.

This doesn’t mean that you have to create viral stories for national media. You just need to know who your target audience is and make your content newsworthy to that audience.

What is Brand Journalism?
It is discovering and creating news content on behalf of a brand. Not just news-style content but actual newsworthy content.

Difference between Brand Journalism and Content Marketing?
Brand Journalism tells stories in order to build a comprehensive image of a brand as well as increasing brand awareness and affinity. It is newsworthy, entertaining, educating and informative with very little or no branding within the content.

Content Marketing influences audience behaviour by publishing content that supports the customer journey, encourages loyalty and enables amplifications. Content is normally designed and promoted with deliberate and measurable goals in mind.

However, Content Marketing and Brand Journalism are not and should not be opposite disciplines. In fact, they go hand in hand together positioning a brand and acquiring audiences who will value (and act upon) the content a brand publishes. Integration of brand content across multiple communications channels is a crucial component of content discovery.

Brand Journalism for International Markets

When working with international global brands, Brand Journalism should be your new PR technique. Especially for a brand that is expanding to a new market. Every market is completely different.

How do you conduct a brand journalism campaign for a foreign market?

1. Conduct competitor research,  an audience study and influencer identification in the target market

2. Establish the angle your campaign will take; working with regional bloggers in the target market, press or both

3. Establish promotion channels: Social, Paid, PR or a combination of each

4. Create a promotion plan

5. Source a team of local freelance journalists from your target country

6. Arrange training with your freelance journalist from your target country to go through campaign KPI’s, tools, access to resources and to exchange timelines and project plans.