Brand Journalismbefore digital media
Brand Journalism 1.0In the 1980s & 1990s there was no:    • Social Media    • Email    • InternetPrimary publishing & dist...
Brand Journalism 1.0Marketing goals:  • Build ongoing customer relationships  • Build trust & credibility  • Build brand p...
Brand Journalism 1.0Audience segmentation:  • C-level decision makers  • Chemists & product developers  • Materials buyers...
Brand Journalism 1.0Brand content supporting goals:   • Sector-specific economic trends   • Technical applications   • Tec...
Brand Journalism 1.0                                   The publications                                 Processing Digest ...
Brand Journalism 1.0Content creation  •   Editorial plan – story ideas, priorities set by team      comprised of client, a...
Brand Journalism 1.0Same content creation principles  •   Inform, engage & entertain readers  •   Journalistic, NOT promot...
Brand Journalism today     New digital   platforms, same    fundamentals
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Brand journalism 1.0

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A look at how customer relationship direct marketing programs from 20 years ago bear a resemblance to brand journalism in digital media today. How the content strategies are similar.

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Brand journalism 1.0

  1. 1. Brand Journalismbefore digital media
  2. 2. Brand Journalism 1.0In the 1980s & 1990s there was no: • Social Media • Email • InternetPrimary publishing & distribution platforms: • Desktop publishing • Newsletters • Direct Mail
  3. 3. Brand Journalism 1.0Marketing goals: • Build ongoing customer relationships • Build trust & credibility • Build brand preferenceCommunication goals: • Inform • Tell customer stories • Tell brand stories
  4. 4. Brand Journalism 1.0Audience segmentation: • C-level decision makers • Chemists & product developers • Materials buyers • Customers’ customer
  5. 5. Brand Journalism 1.0Brand content supporting goals: • Sector-specific economic trends • Technical applications • Technical innovations • Regulatory developments • Industry news • Customer success stories
  6. 6. Brand Journalism 1.0 The publications Processing Digest Technical digest to all segments of the rubber processing sector Processing for Profits Economic brief to executives inThe Quality Standard the rubber processing sectorTo all segments of the textilemanufacturing sector
  7. 7. Brand Journalism 1.0Content creation • Editorial plan – story ideas, priorities set by team comprised of client, account, writers and editor • Editorial calendar – schedule of activities to deliver four quarterly issues for the year • Research, writing & approvals • Page layout & graphic content • Publish/mailSound familiar?
  8. 8. Brand Journalism 1.0Same content creation principles • Inform, engage & entertain readers • Journalistic, NOT promotional writing style • Newsroom model for content planning • Ongoing communication, not a finite campaign • Bypass trade publications to reach customers directly • Solve problems, answer questions • Embedded corporate journalists: tell brand stories that align with corporate brand footprint
  9. 9. Brand Journalism today New digital platforms, same fundamentals

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