Brand journalism is increasingly becoming a way for companies to engage with prospects, leads, customers, partners and the public. Many enterprises are making the leap from being advertising centric to being content centric in their approach to marketing. Story-telling can help make brands resonate with customers. Stories make brands come to life.
There are numerous examples of brands adopting brand journalism into their marcomm strategy. Prominent examples of brand journalism include projects like American Express’s Open Forum and HSBC’s Business Without Borders. Brand journalism for enterprises helps build additional levels of engagement with a brand that can nurture and build trust.
Enterprises can establish a "creative newsroom" to build content and be more like a media company. The PR agency Edelman established a concept of the "creative newsroom" to unite copywriters, community managers, analysts, marketers, journalists and other creative people. The creative newsroom creates real-time content that is relevant to an enterprise's audience.
The creative newsroom makes use of multichannel communities, online PR, real-time marketing, social media and (most of all) story-telling.
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