Content marketing vs. brand journalism strategy
As companies try digital transformation, more compare content marketing vs. brand journalism. That’s because these are two of the biggest marketing strategies nowadays. They let companies connect better with their target audience, but they do it differently.
No matter your choice, both of them are accessible for small businesses. It’s just that an owner must choose the marketing strategy that suits their company. Content marketing and brand journalism can be your new work-from-home job if you’re looking for work.
We will start by talking more details about these marketing methods. After that, I can start comparing content marketing vs. brand journalism. I will also talk about their writers’ qualities to help both job seekers and employers.
What is content marketing?
Let’s start by explaining what content marketing is. The Content Marketing Institute defines it like this:
“It is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
It uses content like online articles, blog posts, and ebooks to engage customers with valuable information. Unlike other marketing methods, it doesn’t promote products and services outright.
Isn’t this strange for a company? It may seem like it at first until you realize its long-term goal. The point is to stay in customers’ minds in the long run.
As people rely on the valuable info, they will begin to have a positive impression of a brand. Also, the content mentions the brand as a great example for its topic.
Eventually, this could help a company increase long-term sales. If this is still confusing, perhaps an example could help. Imagine if you are looking for the best family SUV right now.
An EV company could put out a blog that lists the best SUVs for families. Then, it could include one of its vehicles in the list. Then, readers would find it a great recommendation.
In turn, they’re more likely to ask about that car brand. They might even click on the article’s links that direct them to the EV company website.
This presents an opportunity for its sales team to convert site visitors into customers. Also, it doesn’t have to limit its content to just the homepage.
Aside from that, it could place its articles on third-party websites. This is called sponsored content, and it’s meant to blend seamlessly with that website’s own content.
Content marketing is a win-win for brand awareness and sales development. Another great thing about this type of marketing is that it’s not just about blogs and articles.
This article cites it as a prime example because it’s relatively the most affordable way. Yet, there is more than one way to engage customers.
That’s why this type of marketing provides that versatility. Aside from blogs, it may involve videos, infographics, and other forms of online media that your target demographic likes.
Read More: What Is Share Of Voice In Marketing?
What is branded journalism?
Now, we could turn our attention to brand journalism. This is when a company would write stories about itself similar to a news article. Brand journalism exists to let people know more about a brand.
Most people see companies as cold establishments that only care about their bottom line. They don’t realize that people like them are running these businesses.
You could visit their websites to learn more, and you’ll often find their mission and vision. It’s often not enough to convey the company’s overall objectives.
That’s when you need this type of storytelling. Brand journalism concentrates on sharing engaging stories about a company to know more about them.
Similar to content marketing, a brand journalism strategy doesn’t sell its offerings directly. Still, it may mention them if they play an important role in the brand stories.
Brand journalism aims to engage customers with the activities of a company. It lets them join their struggles and triumphs, so customers understand what the brand is all about.
This is important for customers nowadays as more people focus more on brands’ values. That’s why major firms spend billions of dollars to inspire and uplift customers with joy marketing.
You’re more likely to buy from a company if you believe it’s working for a good cause. Otherwise, folks boycott other brands that go against their beliefs.
Brand Journalism vs. Traditional Journalism
Some journalists scoffed at the idea, though. They thought the idea of corporate journalism went against the essence of their craft. They believe that a company writing about itself goes against the objectivity that journalism defends.
Traditional journalism aims to give an objective picture of a certain issue. It organizes the facts then presents them to audiences. Some say this objectivity is tarnished when brand journalists present companies positively.
Some even went so far as to say that companies should just stick to releasing advertisements. Still, this fails to recognize our ever-changing times. You don’t have to limit yourself to one role.
Believe it or not, journalism-style stories should still focus on facts. This is the hallmark of great brand journalism, so that’s what yours should aim for as well.
Pros and Cons of Content Marketing
Comparing content marketing vs. brand journalism requires going through the pros and cons. That way, you’ll know which one your company needs.
Let’s start with the advantages of the former. Take a look at each one in the following list:
- This type of marketing strategy helps you build long-term brand awareness and trust.
- It also helps you reach people who don’t like ads. Nowadays, people can get rid of them using ad blockers. You’re more likely to get to them with other types of content.
- Creating content requires little to no cost because you can find plenty of tools with free features. Still, you may need to pay for content marketers so that you can do it effectively.
- Increase traffic and conversions by linking your content to your homepage and products page. This gives them a convenient way to buy from you, so you’re more likely to boost sales and customers.
- You could improve your other marketing strategies with this. For example, content marketing could provide better landing pages for your email marketing communications.
This marketing strategy isn’t without its faults. Learn more about them to see if they can still suit your campaign:
- You won’t see immediate benefits, so you might spend months on a strategy that wasn’t working.
- Writers make or break this strategy. If you don’t have the people with the right skill and experience, you lower the chances for success.
- Finding content ideas can be tricky as you will need to keep yourself updated. This can be difficult if you’re focused on the other parts of your business.
- Its impact on brand awareness and the image isn’t easy to measure because they’re both abstract concepts.
Pros and Cons of Brand Journalism
Brand journalism content had another name in the past: press releases. Companies hired PR firms to write press releases that highlight their brand.
Yet, brand journalism shares the same advantages and disadvantages as press releases. That’s why the following benefits apply to them:
- If you have a younger audience, you may use a brand journalism strategy. They relate to it better, especially if you publish it as sponsored content.
- As we said, great brand journalism can increase brand appeal.
- Also, this helps you keep up with your competition. You’re not the only one using this method!
- You have more control over how you’ll present your stories to customers. They’re your stories, so you’re in charge of how to tell them.
Of course, brand journalism has its share of downsides. Similar to the other type of marketing, you’ll rely heavily on your brand journalists. Successful brand journalism concentrates on your company’s journey to success. This means you will also need a writer with enough skill and experience.
Otherwise, you may lose the trust of your readers. Worse, shoddy journalism-style stories may harm your brand image.
What’s more, the brand journalism journey also takes a long time. Like press releases, you’ll take a long time before you notice any changes.
Qualities of Content Marketers
You’ve probably noticed that writers are pivotal for successful brand journalism and marketing. That’s why we will talk about the qualities your company’s writers should have.
This will make sure business owners can use the information in this article. On the other hand, job seekers may look at these as a job recommendation.
These types of writers are in demand nowadays. Perhaps you can have this as your new job if you possess these characteristics. Here are the qualities that a content marketer must possess:
Research
An ordinary marketer follows industry trends, but marketing leaders cover them before they become popular. This requires patience in looking into your field.
That writer should have some background in your industry, so he can effectively conduct research.
Writing
This is expected since this marketing with content often involves writing blogs. What does it mean to have a great writer, though?
Your marketer should know how to write in such a way that engages readers. That way, you have a better chance of success each time you publish his content.
Creative Brainstorming
Nowadays, you can’t just let your writer make content without planning. This means you guys should collaborate on what content you need.
Your writer should have a clear understanding of what you want so that he can create good content. Otherwise, you may find yourself applying too many revisions.
Qualities of Brand Journalists
Having a good writer is more important in providing great brand journalism. Here are the characteristics of a good brand journalist:
Tell the truth
It still has “journalism” in the name, so the writer should possess related qualities. The biggest one is being truthful. The writer should present the facts as they are
They must support them with evidence. Otherwise, it reflects poorly on the company’s reputation.
Be effective at telling stories
Like marketing with content, your writer should know how to tell interesting stories. It’s much more important for brand journalism because articles are your only medium.
Readers should have a clear sense of what the company is about after reading the articles. If the writer fails, a company wouldn’t have other forms of brand journalism to compensate.
Support brands
Brand journalism should always be professional. This means you should never smear your competitors. Otherwise, customers might be turned off by your actions.
Instead, your writer should highlight what’s great about your company. If he has to compare with other products or services, it would be best to mention them abstractly.
Final Thoughts
You just read about some of the most effective marketing methods in our digital world. Using them shouldn’t mean rejecting traditional marketing, though.
Instead, you have to make your mix of marketing methods. See the digital and traditional methods that would work with your brand.
You may also want to get assistance from a digital marketing agency like LeadAdvisors. Click here to see how they can help your brand.
